There are campaigns, and then there are campaigns like this one.
Using SAP (Second Audio Programme), which has been in existence to allow TV viewers get a feed of English content in their local language, the newspaper launched an ad.
The plot featured is the resignation a politician. In one version, viewers can listen to his lies. The SAP version bares the truth.
The newspaper ends with the message: 'El Comercio: 175 years of separating the truth from the lies'.
Have an inspired week ahead.
Advertising agency: Circus Grey, Lima, Peru
Chief creative officer: Juan Carlos Gomez De La Torre
Executive creative director: Emiliano González De Pietri
Copywriter: Nicolás Soto, Christian Merino
Art director: Francisco Valenzuela, Carlos Cardenas
Agency producer: Gabriel Cano, Renzo Merket
Account director: Roxana Pando
Account executive: Claudia Bellido
Production company: Tunche Films
Music and sound design: Kazoo, Sin Anestesia
Media agency: Starcom Mediavest Group