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Argentine Shops Continue to Cross Borders With New Coke Work

Spot From Ogilvy Argentina Has a U.K. Director and Production Company

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A new Coca-Cola Zero commercial called "Happy Kingdom," created by Ogilvy Argentina for Latin American market, is the latest example of international creative work coming out of Buenos Aires agencies.

This animated spot depicts the monarch of a grim kingdom who samples Coke Zero as he returns to his castle one dark and stormy night.

Suddenly the sun comes out, the drawbridge flies open and a tongue rolls out like a red carpet, a motorcyclist shoots out and jumps through a ring of fire from two dragons, an ogre sings, and the princess throws off her chaste white dress to dance in her black lingerie. The words "It's possible" are written across the sky.

Argentina isn't just a low-cost locale to shoot commercials any more. "Happy Kingdom" was created by Gaston Bigio, the Buenos Aires shop's regional creative director, and Jonathan Gurvit, its head of art, but they used a U.K. director and a London-based production company for the spot. Pete Candeland, known for his animation spots and music videos, directed the spot for Passion Pictures.

The ability of agencies in Argentina to snag international creative assignments from global marketers such as Coca-Cola, Unilever and Vodafone is the envy of agencies elsewhere in the world, especially other Latin countries. Besides being a hotbed of creative talent, Argentina is a relatively small country that periodically falls into economic chaos and its creatives have become nimble at exporting their talent and sometimes themselves to other markets.

Other countries are taking notice. To improve their international image, Spain's ad agencies have gotten the backing of the Spanish government to sponsor a brunch event Oct. 13 in New York called "Spanish Cooked Up Ideas" to introduce a U.S. audience to case studies of some of Spain's most creative ad campaigns for marketers like Ikea and BMW. As a lure, the Spanish chef Jose Andres will prepare brunch.

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