It is not an obligation, it is enjoyment
It is not an obligation, it is enjoyment
Fantasy spot by the ABC media outlet created for its presentation at the "Publicatessen" Advertising Festival, where it was a finalist in the Trucho Libre category.
Challenge
Coinciding with the celebration of the 115th anniversary of the ABC newspaper in 2018, we decided to carry out a spot advertising campaign that would combine, on the one hand, the profound window to the Spanish country that this newspaper has offered day after day, throughout its 115 years of history, and, on the other hand, the passivity and lack of motivation that Spanish society suffers today.
In this way we wanted to recreate in 45 seconds a speech from the heart of an apparent high school teacher to his students in which transcendental historical events in Spain are brought together. At the end of this speech the classroom appears completely empty, symbolically showing the disinterest and passivity and lack of motivation we were talking about, symbolized by the absent students.
Concept and idea
The spot is named after the slogan chosen for the campaign: “It is not an obligation, it is enjoyment”, taking the quote from the great poet and journalist Jorge Luis Borges, but the real plot does not end there, the short audiovisual ends with a shot that opens up of the apparent teacher in which we can see that he is dressed like a janitor, thanks to the trousers and clogs he is wearing. Once he has finished his speech, he picks up a cart of rubbish bins that he had parked next to the teacher's desk and leaves the class.
What we wanted to reflect is that the memory of a country can be the fundamental reason to continue, progress and overcome the difficulties of the moment and that with the spirit of someone who has hardly any responsibilities in education, we can succeed in awakening young people and teachers.