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FOMA: the Fear of Missing Audience is the concept that is haunting CMOs and marketing leaders today as they seek the best reach. This was the triggering idea that inspired director Fran Colombatti for the new Mercado Ads commercial, a production by Landia and presented by the agency GUT.
To reach the most influential marketers in the region, the decision was made to seek out the marketing expert who knows the subject best: Patrick J. McGinnis. He is the creator of the FOMO (Fear of Missing Out) concept, which has not only been added to the dictionary but is also used by millions of people around the world.
"Patrick McGinnis, the creator of FOMA and the protagonist of the spot, is not an actor, so we didn't know what the outcome would be. But he nailed it! It was a pleasant surprise to see how naturally he performed in front of the camera. He brought great ideas to the table and helped us set the tone," said Colombatti.
Credits
View on- Agency GUT/Buenos Aires
- Production Company Landia/Argentina
- Director Fran Colombatti
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Credits
View on- Agency GUT/Buenos Aires
- Production Company Landia/Argentina
- Director Fran Colombatti
- Post Production Les Amateurs VFX
- Chief Creative Officer Joaquin Cubria
- Chief Creative Officer Ignacio Ferioli
- Executive Creative Director Ramiro Rodriguez Gamallo
- Executive Creative Director Matias Lafalla
- Executive Creative Director Laura Rapela
- Executive Creative Director Diego Fernandez Posada
- Creative Director Agustin Fernandez Madero
- Creative Director Gonzalo Palma
- Creative Lucia Viera Muns
- Creative Sofia Luciano
- Head Of Design Rosario Munoz
- Head Of Production Florencia Albizzati
- Producer Agustina Perez Ponce
- Creative Manager Florencia Vera
- Executive Producer Diego Dutil
- Head Of Production Melina Nicocia
- DP Manuel Bullrich
- Art Director Sebastian Beretta
- Post Producer Nicolas Severino
- Editor Alejo Santos
- Composer Fer Martino
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency GUT/Buenos Aires
- Production Company Landia/Argentina
- Director Fran Colombatti
- Post Production Les Amateurs VFX
- Chief Creative Officer Joaquin Cubria
- Chief Creative Officer Ignacio Ferioli
- Executive Creative Director Ramiro Rodriguez Gamallo
- Executive Creative Director Matias Lafalla
- Executive Creative Director Laura Rapela
- Executive Creative Director Diego Fernandez Posada
- Creative Director Agustin Fernandez Madero
- Creative Director Gonzalo Palma
- Creative Lucia Viera Muns
- Creative Sofia Luciano
- Head Of Design Rosario Munoz
- Head Of Production Florencia Albizzati
- Producer Agustina Perez Ponce
- Creative Manager Florencia Vera
- Executive Producer Diego Dutil
- Head Of Production Melina Nicocia
- DP Manuel Bullrich
- Art Director Sebastian Beretta
- Post Producer Nicolas Severino
- Editor Alejo Santos
- Composer Fer Martino
At Mercado Ads, the goal was to highlight one of the main concerns on the current agenda of CMOs, which is to find the right audience. Therefore, the challenge was to come up with a concept that could describe this issue in one word. Inspired by McGinnis' concept, FOMA effectively concentrates on this theme and helps to generate awareness. It also offers possible ways to solve this problem through the valuable data that only Mercado Libre possesses.
"We aimed to create a mysterious thriller - like mood in a corporate environment, with some twists of humour. So Adam McKay was a big inspiration, along with some elements of Succession and The Big Short'" Colombatti remarked.
"McGinnis is the protagonist of the film, acting as an observer in the marketers' offices. These professionals are shown concerned about reaching key metrics, such as campaign ROI, and face the challenge of not losing sight of the user journey. Thanks to Mercado Ads, marketing leaders will have access to Mercado Libre's first, party data, providing a solution to FOMA. Finally, alongside Patrick, we managed to find our audience."
