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Spanish Advertising Gets Racy

“The idea is the most important thing,” observes Maris Beltrametti, account director at TBWA/Guerrero & Cano, Barcelona. “If you have the money to do a great execution, so much the better. If you don’t, the idea is so clear that it doesn’t matter.”

An example of the success of simplicidas is this year’s Cannes Grand Prix award-winning spot. Created by Madrid agency Contrapunto for Television Espanol, the commercial shows the dangers of kids watching too much TV. A dog tries a number of tricks to lure its young master away from the TV. Unsuccessful, the