With GIFs as a staple of social media, it was only a matter of time before they took over a beer commercial. In a new video by Buenos Aires agency Santo currently running online and set to break on TV on Aug. 3 in Argentina, a young man gets kicked in the head by a horse. Once. Twice. Three times. As we wait for the GIF to repeat yet again, the guy gets up and says, "It's 6 p.m. GIFing time is over."
As others protest and continue turning their own movements into GIFs, he explains that it's important to gifear (a Spanish word Santo made up that obviously means "to create a GIF," in the spirit of turning English tech terms into Spanish equivalents like "googlear" for "to Google"). But people have gotten so busy creating GIFs that they don't have time to enjoy real life. "I have friends waiting for me with an ice-cold Brahma," the guy says. "There's a time to GIF and a time to live."
A new marketing director at Anheuser-Busch AmBev's Brahma, Argentina's best-selling beer, wanted to move the advertising from traditional fun-loving guys looking at girls to a more modern approach for the 18-to-24-year-olds who are the brand's main target. Hence the GIFs. And holding real-world Brahma hangouts.
"The hangout is important," said Maxi Itzkoff, a Santo partner and chief creative officer. "You need a moment to relax. You have to have that in your life."
The film was directed by Armando Bo, the screenwriter of the film "Birdman," and produced by Rebolucion.
"It's an ad disguised as a GIF," Itzkoff said.