Why Worry About Dying at Sea When You Can Talk About the Quality of Canned Tuna?

Dark, Absurd Campaign From La Comunidad Promotes Indie Filmmaking

Published On
May 22, 2017

Editor's Pick

Modern life is so screwed up, according to this darkly humorous campaign from Argentinean cinema advertising company FilmSuez.

Two films by La Comunidad, Buenos Aires, feature ridiculous situations rooted in 21st-century obsessions. In one, seen here, two shipwrecked men on a raft are discussing online banking passwords as the waves look set to finish them off. Then, they find a can of tuna. However after a lot of discussion about its nutritional benefits, they throw it back in the sea, as it contains too much mercury.

Another film features a team of paramedics who start taking selfies and debating filters rather than treating a museum employee who's had an unfortunate accident. They even ask him for the Wi-Fi pass word and lament that they're the "worst paramedics in the world" as they don't have a WhatsApp group. Both spots, directed by Augusto Giménez Zapiola via Argentinacine, end with the words: "Wherever the world is heading, don't go there. At least for two hours. Come watch independent films."

The campaign is designed to redefine the role of independent cinema and reinforce it as a space for social reflection. While the connection between the absurdity of modern life and independent film seems a bit of a stretch, the ads themselves, at least, feel like quality indie shorts. The campaign is running throughout cinemas in Argentina.


May 22, 2017
Brand :
Client :
Agency :
La Comunidad-Buenos Aires
Executive Creative Director :
Ramiro Raposo
Executive Creative Director :
Fernando Sosa
Creative Director :
Rodrigo Greco
Creative Director :
Mariano Gamba
General Account Manager :
Sebastian Diaz
Director, Accounts :
Solange Blanco
Account Executive :
Catalina Gay
Production Manager :
Ramiro Capisto
Production Assistant :
Sebastian Garcia
Production :
Director :
Augusto Gimenez Zapiola
Producer General :
Nano Tidone
Executive Producer :
Laura Passalacqua
Producer :
German Escande
Director, Photography :
Julian Ledesma
Coordination of Post :
Aldo Ferrari
Sound Mix :
Resonant Elephant
Color Correction :
Anahi Piccinin
Post Production :
VFX Ratio

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