This Ad Festival Is Like a Wrestling Tournament for Those Tired of Kicking Local Ass

A fun video for El Ojo de Iberoamérica

Headshot of David Griner

In a little over a month, advertising pros from a wide range of countries will gather at the annual El Ojo de Iberoamérica festival in Buenos Aires.

To promote the festival and its award show's rapidly approaching entry deadline (which is actually today, though we've heard you can ask politely for a brief extension), the organizers partnered with agency Santa Clara and production company O2 Filmes to create a charmingly violent teaser video.

In the clip, we meet a woman named ChinChin, who has built quite a reputation for herself by beating the crap out of everyone and everything in town (llamas, tractors, you name it). But then she discovers that there's a much bigger stage on which she could be testing her talents.

The whole thing is, of course, a metaphor for locally strong creatives looking to compete with peers from across Latin America, Spain or Portugal. "If you are a local here, you can be a global hero," the video tells us.

Of course, as a tagline that pales in comparison to the clip's final send-off: "Latinos: We're all over the fuckin' place."

@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."
Publish date: September 25, 2015 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT