Brastemp, the Whirlpool whitegoods manufacturer in Brazil, is running an advertising campaign with the tagline “Inspiration changes everything. And life becomes just like a Brastemp.” “Sorriso” (Smile), a television commercial viewed over 2 million times online since its launch in 2010, shows what happened when eleven Sao Paulo radio stations ran a simultaneous call for inspirational smiles. Drivers caught in early morning peak traffic were invited to smile at the person in the car next to them. The commercial catches the moment and shares the inspiration.
“Right now, millions of people at their cars, listening to the radio. All serious, sleepy, until an inspiration changes everything. We invite you to smile to the driver next to you. If he heard it, he’ll smile back …. See? Inspiration changes everything and life becomes just like… a Brastemp. ” The results can be seen on the films opening scenes of everyday life, people stuck in traffic jams. As soon as they hear the spot, they start looking around, smiling at people around them, interacting. In the end, their lives go on, inspired, taking that moment for the rest of their lives.
Click on the image below to play the Smile video in YouTube (HD)
The Smile campaign was developed at DDB Brasil, Sao Paulo, by creative directors Sergio Valente, Moacyr Netto, Rodrigo Almeida, Renata Florio e Cassio Zanatta, creatives Rodrigo Bombana, Edson Oda e Pedro Gravena, account supervisors Maristela Pati Correa, Sandra Lessa, Daniela Ugolini Butori, Rachel Buzzoleti, advertiser’s supervisors Patricia Muratori, Ana Carolina Esposito, Aline Brazolotto, Marcelo Estevam, Fabio Saad, Ricardo Barros, Guilherme Barbato, Julio Frassei, Paula Soares, planners Carolina Roxo and Camila Lima, media planners Patricia Muratori, Ana Carolina Esposito, Aline Brazolotto, Marcelo Estevam, Fabio Saad, Ricardo Barros,Guilherme Barbato, Julio Frassei, Paula Soares, RTVC producers Gilberto Pires (Gibinha) and Luciano Rocha, project managers Milena Bolognese and Patricia Waissmann, content producers Philippe Bertrand and Daniel Dranger, convergence producer Joca Guanaes, digital intelligence producer Patricia Andrade, social media producer Bruno Tozzini, online producers Juliana Hasegawa, Pedro Rais and Denis Gustavo.