Women's Lives, As Told Through Delicious Sandwiches

Artfully Restrained Ads From FCB Buenos Aires Show Parallels Between Life and Meal-Making

Published On
May 06, 2016

Editor's Pick

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."


May 06, 2016
Client :
Client :
Agency :
President :
Santiago Puiggari
Group Creative Director :
Lulo Calio
General Account Director :
Maria Laura De Rosa
Art Director :
Daniel Tomazini
Art Direction :
Redactor :
Guilherme Branco
Redactor :
at Roberto
Account Director :
Ins Bai
Account Executive :
Ariadna Traverso
Production Audiovisual Director :
Gabriel Lancioni
Agency Production :
Maximiliano Ibarra
Production Assistant :
Federico Miri
Production Assistant :
Gernimo Rey
Producer :
Hachiko Films
Director :
Maureen Hufnagel
Executive Producer :
Melina Nicocia
Producer :
Christian Umbert
Production Manager :
Carlos Pascual
Director Assistant :
Federico Beron
Photography Director :
Juan Carlos Ferro
Art Director :
Nancy Golemesky
Vestry :
Moises Tobal
Post Production :
Labaque VFX
Color Correction :
Anahi Piccinin
Post Producer :
Cynthia Fuentes
Editor :
Marcelo Martinez
Mix :
La Casa Post Sound
Responsible for Customer :
Ariel De Coss Morales
Responsible for Customer :
Alejandra Pelez
Responsible for Customer :
Pablo García Estrada
Agency :

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