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Fravega “Fábregas” 2018

Fravega “Fábregas” (2018) is a Fravega commercial directed by Marcelo Szechtman for Mercado McCann, produced by Virgen Films. It won 2 awards, including El Ojo de Iberoamérica 2018 Silver Film – FL10 – Comercios al público, supermercados y tiendas online.

A marketing team tries to convince a football player to endorse their electronics store, but a misunderstanding about the brand name leads to a chaotic rebranding effort.

Video: Virgen Films on YouTube

Shot by shot

  1. A man in his 30s, wearing a white shirt and dark cardigan, speaks to someone off-camera in a brightly lit room with a TV screen in the background.© Fravega0:00
  2. A man in a white shirt and blue cardigan leans on a table, talking to colleagues in a modern office with a large screen displaying a logo.© Fravega0:09
  3. A man in a white shirt and dark cardigan stands in front of a large screen showing a male athlete, addressing a group of people seated around a conference table in a modern office.© Fravega0:23
  4. Three young adults, two men and one woman, sit at a table in a modern office with large windows, looking off-camera with varied expressions.© Fravega0:34
  5. A man in a blue cardigan and white shirt talks on the phone, smiling, while looking out a large window with trees and flowers visible outside.© Fravega0:54
  6. A man and a woman, both in their 30s, look down at something off-screen in an office setting.© Fravega1:12
  7. Four colleagues, three men and one woman, lean in closely to look at something on a table in a brightly lit office.© Fravega1:28
  8. Two men, one in a blue shirt and one in a patterned shirt, look to the right in a dimly lit interior.© Fravega1:43
  9. Two men, one in a denim shirt and the other in a patterned shirt and light jacket, look forward with surprised expressions in a backstage area.© Fravega1:56
  10. A man in a dark t-shirt stands in a studio, looking at two other men whose backs are to the camera, with a screen displaying a logo in the foreground.© Fravega2:06
  11. A man with dark hair and a beard, wearing a dark t-shirt, looks up and to the right with a confused expression in a studio.© Fravega2:20
  12. A man with a man bun and beard, wearing a blue shirt and suspenders, is seen from the side, removing a large letter "R" from a sign.© Fravega2:29

Stills © Fravega. Made by Mercado McCann, Virgen Films and Marcelo Szechtman.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

A brand name confusion leads to a chaotic rebranding and celebrity endorsement.

Tagline: “No te equivoques, tu tele para el mundial está en Fravega.”

misunderstanding leads to chaoscelebrity endorsement gone wrongrebranding effortbehind the scenes of an ad shootteam collaborationproblem-solution narrative

The cut

Length
168 s
Shots
67
Average shot
2.5 s

What creatives use Fravega “Fábregas” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Fravega “Fábregas”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A man in his 30s, wearing a white shirt and dark cardigan, speaks to someone off-camera in a brightly lit room with a TV screen in the background.© FravegaA man in a white shirt and dark cardigan stands in front of a large screen showing a male athlete, addressing a group of people seated around a conference table in a modern office.© FravegaThree young adults, two men and one woman, sit at a table in a modern office with large windows, looking off-camera with varied expressions.© FravegaA man in a blue cardigan and white shirt talks on the phone, smiling, while looking out a large window with trees and flowers visible outside.© Fravega
    Frames from Fravega “Fábregas”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Fravega “Fábregas” in order, with its length, framing and what happens in it.

    A man in his 30s, wearing a white shirt and dark cardigan, speaks to someone off-camera in a brightly lit room with a TV screen in the background.© FravegaA man in a white shirt and dark cardigan stands in front of a large screen showing a male athlete, addressing a group of people seated around a conference table in a modern office.© FravegaThree young adults, two men and one woman, sit at a table in a modern office with large windows, looking off-camera with varied expressions.© FravegaA man in a blue cardigan and white shirt talks on the phone, smiling, while looking out a large window with trees and flowers visible outside.© FravegaA man and a woman, both in their 30s, look down at something off-screen in an office setting.© FravegaFour colleagues, three men and one woman, lean in closely to look at something on a table in a brightly lit office.© Fravega
    Length: 168 s · Shots: 67 · Average shot: 2.5 s

  3. 03Ad ideas: every spot built on a misunderstanding leads to chaos

    Before you present an idea, you need to know who has done it, and how.

    Fravega “Fábregas” is built on a misunderstanding leads to chaos. Search the library by idea to see every spot that uses it.

    General Motors “No Way Norway”© General MotorsBerlitz Language Center “Mayday, Mayday”© Berlitz Language CenterDutchie “Gut Health”© DutchieDaimler “Co-Worker”© Daimler
    General Motors · Berlitz Language Center · Dutchie · Daimler

More from Mercado McCann

  • TyC Sports "Culo y Calzón" (2017) commercial still© TyC SportsTyC Sports “Culo y Calzón” 2017Dir. Watta Fernández · Mercado McCannEl Ojo de Iberoamérica Grand Prix 2017
  • Philco "Eutanasia" (2017) commercial still© PhilcoPhilco “Eutanasia” 2017Dir. Julián Fernández · Mercado McCannEl Ojo de Iberoamérica Silver 2017
  • Juegos Olímpicos "Preguntas" (2016) commercial still© Juegos OlímpicosJuegos Olímpicos “Preguntas” 2016Dir. Hernán Bargman · Mercado McCannEl Ojo de Iberoamérica Silver 2016
  • Schneider "Pasado perfecto" (2024) commercial still© SchneiderSchneider “Pasado perfecto” 2024Dir. Sebastian Caporelli · Mercado McCannEl Ojo de Iberoamérica Bronze 2024
  • Matarazzo de Molinos Río "Paredes" (2020) commercial still© Matarazzo de Molinos RíoMatarazzo de Molinos Río “Paredes” 2020Dir. Watta Fernández · Mercado McCannEl Ojo de Iberoamérica Bronze 2020
  • Diario Perfil "Copa Libertadores de Europa" (2019) commercial still© Diario PerfilDiario Perfil “Copa Libertadores de Europa” 2019Mercado McCannEl Ojo de Iberoamérica Bronze 2019

Award-winning retail commercials

Questions

Who directed the Fravega “Fábregas” commercial?

Marcelo Szechtman directed it, produced by Virgen Films, for the agency Mercado McCann.

Which agency made Fravega “Fábregas”?

Mercado McCann created it for Fravega (2018).

What awards did Fravega “Fábregas” win?

2 awards, including El Ojo de Iberoamérica 2018 Silver Film – FL10 – Comercios al público, supermercados y tiendas online and El Ojo de Iberoamérica 2018 Bronze Film – FL26 – Comerciales hasta 120 segundos de duración.

What is the tagline of Fravega “Fábregas”?

“No te equivoques, tu tele para el mundial está en Fravega.”

Sources for the credits and awards

elojodeiberoamerica.com