The Foolishness of Young Love Makes for One Very Entertaining Tourism Ad

What would you do for your partner?

Headshot of Angela Natividad

In the first bloom of shared affection, sometimes “I love you” doesn’t seem big enough to encompass all your feelings.

So, like kids shouting “I love you this much!” with arms spread wide, new lovers might try expressing it in other ways—by making vows like “For you I’d scale mountains” … or more dangerously, “For you I’d hypnotize a crocodile.”

Ahead of Valentine’s Day, Argentina’s Ministry of Tourism worked with La Comunidad to produce “5 Places,” a spot that features one such pair of lovers. The problem is, they’re in Argentina—where it’s actually possible to make good on your promises to do crazy things in exotic locales.

The playful spot seizes on this committed couple acts of daring to punt five different Argentinian locales. Get an eyeful of the Calchaquí Valleys, Bariloche, the Sierras de Córdoba, the Iberá Wetlands and the beautiful Atlantic Coast as they struggle up mountains, ride bareback on a horse, leap from dizzying heights and—yes—try hypnotizing a crocodile.

(We wouldn’t hypnotize a crocodile for anybody. Have you ever seen a crocodile? They are so efficiently vicious that they’ve survived the long journey from prehistory virtually unchanged. Just sayin’.)

Certainly, adventure can bring people closer together. But as this funny little piece closes, they’ve clearly bonded over one truth: They’re tired of danger, and maybe some picturesque kissing is enough for now. (Secret Resorts would adamantly disagree, but we’d argue that taking a 50-foot leap for love is way racier than a silver tray of chocolate strawberries.)

Client: Argentina’s Ministry of Tourism
Agency: La Comunidad
Executive Creative Directors: Fernando Sosa & Ramiro Raposo
Creative Directors: Rodrigo Greco & Mariano Gamba
Producer: Ramiro Capisto
Account Director: Oriana San Martin
General Account Director: Sebastian Diaz
Brand: Argentina’s Ministry of Toursim, Presidency of the Nation
Brand Team: Ezequiel Colombo, Lucía Aranda, Delfina Fernández Cosimano, Ileana Mangini

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@luckthelady Angela Natividad is a frequent contributor to Adweek's creativity blog, AdFreak. She is also the author of Generation Creation and co-founder of Hurrah, an esports agency. She lives in Paris and when she isn't writing, she can be found picking food off your plate.
Publish date: February 10, 2017 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT