Un gorila llamado deseo

11Oct07

por Juan salviolo

Sobre el final de la entrevista, a modo de escritor que no quiere delatar su trama, ni apenas un mínimo bozquejo de por donde es posible entrarle a la cuestión de: COMO UN CHOCOLATE, UN GORILA, Y LA BATERIA, SE UNEN PARA VENDER CHOCOLATES, Juan Cabral nos interpela a los consumidores para que veamos si no sentimos eso cuando comemos ese chocolate. Multipliquen esa sensación por la cantidad de reproducciones que hay en youtube y más la audicencia televisiva, y seguramente vamos a tener un gran número de gente que al menos lo compra una primera vez.
Pero el tema, realmente, o la probelmática que aborda este spots, no tiene ni por asomo relación con eso. Sino que es implemente una muestra, una gota, un “algo”, imponderable, quizás, de ciertos paradigmas comunicacionales que se vienen construyendo, desde el centro hacia afuera, lamentablemennte. No hay teroías interpretativas, no hay conspiraciones, no hay el arte por el arte, sino una sana tarea, brindarle la saciedad del deseo de diversión cuando veas una tanda teleevisiva, o cuando te acerques a la marca. Ya no todo es logo, logo, logo. Ya no es enturviar o tilenizar al interlocutor. Chaú los Mr. Musculos, Chaú las grasadas de los temas del verano, chau chau chauuuuuuuuuuuuuuuuuuuu, como diría Tinelli a esa vieja , vestusta, corrosiva mirada sobre las personas.
Las marcas exigen y demandan compromiso con el otro, con el medio, con los mensajes, los creativos publicitarios tienen/tenemos la misión de acercar criterio, responsabilidad, y cada vez menos chorizos en función de uan ética más reponsable, o, al menos, falsa pero real.

Anuncios


2 Responses to “Un gorila llamado deseo”

  1. 1 Chernia

    La entrevista completa:

    We can’t help it; we have drumming gorillas on the brain. As his latest coup, Sony Bravia “Play-Doh” hit the air, Fallon London’s Juan Cabral finally spilled the beans on the Cadbury blockbuster. We asked him to explain some of the questions seared into our brain by that purple beat.

    Why the gorilla, why the Phil Collins song? Why the drums?

    JC: It kind of makes sense to be honest. It’s a very powerful drum solo. So a gorilla has to play it.

    Why did you decide to direct the spot?

    JC: When I started to write the script, it came out very detailed, like some kind of treatment. It had to be like that, because it was probably the only way to sell the idea—timing and tone had to be right. Once the client decided to go for it, we realized there wasn’t much time before going on air, so it seemed like the right thing to do.

    What was directing like? What was challenging?

    JC:There was this moment in the production where things got stuck. There was something that seemed [like it] couldn’t be solved. It was strange to feel ‘this is it?’ There was nowhere to go, no one to throw the problem at. When you get through that, it’s a good feeling. Maybe it’s called relief.

    Were there fun parts?

    JC: I remember that I picked three different sets of drums to try on the day. The morning we were shooting, the art department guy comes a bit shyly and says ‘I’m afraid I only got hold of two out of the three drums you wanted. Mathew (the producer) and me looked at him in silence, expecting a really good excuse. Then he added ‘The strangest thing happened. Someone ordered the same drum kit for a whole month to take on tour. Phil Collins.

    What sort of future do you see for yourself behind the camera?

    JC: I really don’t think like that. I take each project as it comes along. All I know is I care a lot about writing and I feel the same way about execution. It’s about both elements. I naturally involve myself to the point where the line blends.

    What do you think of the reaction to the spot?

    JC: I just heard that Phil Collins is back in the UK charts after 20 years. Don’t know whether that’s good or bad, but it’s certainly funny.

    We’ve heard a lot of “this doesn’t have anything to do with chocolate” comments–what do you say to that sentiment?

    JC: I genuinely feel we’ve given the most professional answer to Cadburys. But you should ask the client about that.

  2. 2 LP

    Por favor, colgá el clip de “in the air tonight” de Miami Vice.

    “Whtat’s worng sonny?!”


Responder

Introduce tus datos o haz clic en un icono para iniciar sesión:

Logo de WordPress.com

Estás comentando usando tu cuenta de WordPress.com. Cerrar sesión / Cambiar )

Imagen de Twitter

Estás comentando usando tu cuenta de Twitter. Cerrar sesión / Cambiar )

Foto de Facebook

Estás comentando usando tu cuenta de Facebook. Cerrar sesión / Cambiar )

Google+ photo

Estás comentando usando tu cuenta de Google+. Cerrar sesión / Cambiar )

Conectando a %s


A %d blogueros les gusta esto: