Del Rivero Messianu Advertising, Coral Gables, Fla.
Creative directors: Luis Miguel Messianu and Enrique Faillace
Art director: Felipe Verswyvel
Copywriter: Liora Maya
Agency producer: Michelle Headley
Production company: Cielo Films/Milagrito Films
You can debate the taste of this spot, but you can't argue it's memorable. Just like the campaign's print ads, it features a picture with a small, but key piece missing. In this case, a man is watering a potted plant, but how he is watering it seems in question due to the strategically placed white square censoring the shot. When the square is removed, the viewer is surprised to see he is revealed using a hose to water the plant. "If you're missing a percent of information, you may have liquidity problems," says the voice-over.