One of the best 2:20 minutes you can spend in front of your computer today.
Truth of Argentina
The video is also available on YouTube
a quick update on this post
Just found some interesting facts on an article titled: Did Argentina’s ‘Truth’ spot deserve more?
From the article
Cannes delegates found the ad to be powerful and cleverly written, yet the question lingered: Wouldn’t it have run originally in Spanish, not English? Apparently troubled by the notion that it might have been altered for the show, the judges awarded the ad and its agency, Savaglio\TBWA in Buenos Aires, a silver. “That’s probably why it didn’t win a gold,� noted one juror. For it to remain in the show at all, the juror said, “we had to assume it was the same as we had seen it.�
From the comments on the article
Hi, I’m from Brazil. This idea of two opposite texts in a single one, depending the direction you read is already common in Brazil and spanish speaking countries. I’ve received many spams with different texts (some about politics, some about love) using the same idea. It was nice to use it in advertising, but the idea is far from original.
/Posted by: Daniel | Jun 28, 2006 2:37:05 PM
Far from original and far from the first time this exact ad has seen the light of Cannes….it also won a CyberLion two years ago as a banner (minus the voiceover). I was on that jury and remember it well.
/Posted by: Sean Ganann | Jun 29, 2006 8:27:31 AM
The real thing about this ad is that actually it was “new� 4 years ago… The first version was a full-page print ad, the second version was this kindda “long-time-in-front-of-a-tiny� banner (a medal @ 2004 Cyber Lions), and now, the last but not least version is this TV Spot… So, my suggestion for the title of the post is “The silver, that should have been gold in Press 4 years ago and got a silver in Cyber 2 years ago!�
/Posted by: Dude from Argentina | Jul 7, 2006 11:00:08 AM
It is still “One of the best 2:20 minutes you can spend in front of your computer today”. I just found it extremely interesting that it won a interactive price two years ago… now - where is the good creative? Interactive? Press? Tv?… as i said - interesting.