In Spanish the smile is called “Sonrisa”. Here’s a commercial from Argentina to give you a sonrisa!
A young man looks through the cafe window at a beautiful girl drinking Coca Cola. He smiles. She looks back coyly, reluctant to smile. He’s in love! The music starts: “When you’re smiling, when you’re smiling, the whole world smiles with you”. He walks down the street smiling at crying twin babies, fighting motorists, marching ants, piano movers, bus passengers, a barking dog, a man on a billboard, a wilting pot plant. The response is always positive. Finally he gets to the coke dispenser to buy his drink. Just as he realises the bottle opener is missing, along comes the cafe girl. She smiles and opens his bottle with her brace-strengthened teeth. They dance across the pedestrian crossing and out of the clip. The ad finishes with the words, “Una Sonrisa Puede Todo Tomo Lo Bueno.”
Click on the image below to play the video in YouTube (HD)
The Smile campaign was developed at Ogilvy Argentina, by agency producer Julia Novio, creative directors Hernan Ibarra and Lucas Panizza, general creative directors Gustavo Taretto, Gabriel Vazquez, copywriter Lucas Panizza and art director Hernan Ibarra, and brand planning director Bernardo Geoghegan.
The song, “When You’re Smiling” is most associated with the voice of Satchmo Louis Armstrong. It was written by Joe Goodwin, Mark Fisher and Larry Shay. Here it’s sung by Louis Prima , swing band leader and singer originally from New Orleans, recorded in a medley with another song, “Sheik of Araby”. (Thanks to the commenter below for the tip).