Plástico and Maca Rubio go Retro for Entel
The trio of directors create a spot for Chile’s largest telecommunications company that plays to those who love the 80s - and those who lived it.
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Before cell phones, GPS, and the streamers, there was “the 80s.” The period has been recreated countless times, but in a new spot for Entel - Chile’s largest telecom company - we get a unique take from a trio of filmmakers whose perspectives make the commercial pop.
Directed by Plástico (Ale Ruax and Rama Martínez) and Maca Rubio (all are represented via the Easy Mondays+Poster partnership in the US), and created by The Fearless Group/New York, Technology Changed Everything truly is the merging of two visions.
The agency was tasked with tracing Entel’s technological evolution from its earliest days to today. The story - how they became more than just a phone company - needed to be told in a way that was neither linear nor cliche. Hence the importance of striking a chord with customers, who are also part of their narrative.
In the spot, a teen is wrapped up in a VR game, as his dad attempts to explain how technology changed our lives...for the better. We’re treated to vignettes of old school appointment books, pay phones, even (gulp) maps, not to mention endless download times.
Credits
View on- Agency The Fearless Group/New York
- Production Company Easy Mondays
- Director Plastico
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Credits
View on- Agency The Fearless Group/New York
- Production Company Easy Mondays
- Director Plastico
- Production Company Poster Films/USA
- Director Maca Rubio
- Managing Director Mariano Echarri
- Executive Producer Guido Pietranera
- DP Pablo Lozano
- Art Director Eugenia Lestard
- Assistant Director Carlos (Caco) Parisi Valladares
- Executive Creative Director Javier Bonifaz
- Creative Director Ivan Zimmermann
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Credits
powered by- Agency The Fearless Group/New York
- Production Company Easy Mondays
- Director Plastico
- Production Company Poster Films/USA
- Director Maca Rubio
- Managing Director Mariano Echarri
- Executive Producer Guido Pietranera
- DP Pablo Lozano
- Art Director Eugenia Lestard
- Assistant Director Carlos (Caco) Parisi Valladares
- Executive Creative Director Javier Bonifaz
- Creative Director Ivan Zimmermann
“Plástico and Maca did a fantastic job,” the agency shared in a collective statement. “They stood out from the very first director's treatment return, showing that they really wanted to win the project. In fact, the band was proposed by them and fortunately, it was the chosen one. During the PPM process until the day of the filming, the script grew with thousands of humorous details that made it a very credible and close piece for the viewer.”
“Since we’re all mostly 35+, vignettes were the easiest thing to do,” said the agency. “We wanted our insights and art direction to make an impact. Today, seeing a pen drive is as vintage as watching a 4-channel TV without the remote control.”
The directors credited “the amazing people of Fearless in New York, who gave us a fantastic script and a lot of freedom to tell the story. This was our second collaboration with Fearless and we are absolutely in love with them, not only for their openness but they also have a keen sense of what their client is looking for.”
