Life is like a beautiful sandwich in these artfully restrained spots for Fargo Bread, created out of FCB Buenos Aires. Three ads happen upon women as they quietly prepare lunch or snacks for themselves.
As they ritualistically place toppings, smooth cheese and cut off crusts, their voiceovers reflect on their everyday lives, likening each aspect to the preparation of their meals. There's the mom whose son's outing means one for her too, the lady who maintains as much balance in her life as she does with the stuff between her bread and the wife who considers how her husband spreads his time out evenly on the weekends--just as she does the cream cheese on her slice.
The ads were directed by Maureen Hufnagel out of Hachiko and recall the simple stylings of Errol Morris and Wieden & Kennedy's classic Miller High Life work.
"The tone we use to tell these stories is more intimate than what we are used to seeing in this category," said FCB Buenos Aires General Creative Director Lulo Calio.
"This is a new positioning that took us almost a year; we interviewed Argentinean women and learned the Fargo women is brave, feisty, transparent, authentic," added Ariel De Coss, Fargo marketing director. "She is all that, and Fargo accompanies her in her daily life, generating intimate moments that make her feel good."