_{“RACE”
Topline,

Arcor.}

_{Some context:

Topline is a well-known chewing gum that was launching at the time a new feature:

a gel that refreshed your mouth faster than any other gum.

In addition, this product had the “world of seduction” as a strategic place from which to comunicate.

So we came up with the concept “the fastest always wins” and did a commercial based on

“real life events” where some sleazy guy uses unfair tactics to put his competitors

out of the race to “get the girl” (i won’t tell who inspired this insight but if it was you,

you’ll know it). And to metaphorize this race we chose a famous one: “Wacky races*”.

*If you were born after the year 2000 you probably don´t know what "Wacky Races" is

or who "Pier Nodoyuna" and "Muttley" are. Get out of here immediately and go watch it,

it´s 10 times better than anything you’ll see in this page. And if you are too lazy

or centennial to do it, imagine Mario Kart made in the 70´s as a cartoon,

but you´ll be missing a lot...}

_{The main spot:}

_Awards:

_{This commercial was shortlisted in the Cannes Lions festival film category.

It also won several awards in national and international festival such as:

FIAP, Festival Iberoamericano de Publicidad (SILVER), Wave Festival (SILVER),

Ojo de Iberoamérica (SILVER), and “El Sol” Festival (BRONZE).}

_{Some shorter spots:}

_{To do this commercials we worked with a local animation studio together with the famous animation

company who created this cartoon: “Hanna-Barbera”, and made cartoon equivalents of every actor

in the commercial.}

_{The characters:}

_{From reality to cartoons:}

_{The “Wacky Races” cartoon:}

_Ours:

“RACE”Topline, Arcor.

_{“RACE”
Topline,

Arcor.}