Monday, May 7th 2012 - 04:02 UTC

Y&R says the controversial (Malvinas/Olympics) advert “belongs to the client”

The creative managing director of Young & Rubicam Buenos Aires said that is spite of the request from the central office in New York it can’t force the Argentine government to withdraw the controversial advert linking the Falklands/Malvinas claim with the coming Olympic Games in London.

Martin Mercado, Y&R creative managing director: this is a very particular case

“I can’t tell the (Argentine) government what to take off or put in the air. I believe the request has been direct from head offices (WPP in New York) to the government” said Martin Mercado from Y&R.

“This is a very particular case and the piece belongs to the client”, added Mercado who emphasized the message was for the Argentines, “it was not meant for the outside”

Mercado said HQ in New York was not consulted on the creation of the advert or its commercialization, “we have autonomy and we are an emblematic agency in Argentina in spite of the fact we are also international”.

“We have always been recognized for our creative capacity and the truth is that we don’t send our adverts made in Argentina overseas”.

On Friday the international advertising holding WPP from which depends Y&R Buenos Aires, in a strongly worded release condemned the airing of the TV advert and “asked the Argentine government to pull the spot”.

WWP said, furthermore, the agency’s policy opposes involvement in anything politically motivated. “This spot was also offensive to the Olympics spirit. Whatever it was the creators set out to highlight, what they produced is contrary to everything that we as a company stand for.”

Thus, the company apologized for the advert and regretted the incident. “We are deeply regretful for the pain this ad has caused and apologize to the many that have been rightly disturbed by it, as have we,” it stressed.

The TV ad was secretly filmed on the Falkland Islands by Y&R Buenos Aires and features hockey player Fernando Zylberberg training at British landmarks with the strap line, “To compete on English soil, we train on Argentine soil”.

In the ad, Zylberberg is shown frowning at a Union flag, before running past Falkland Island landmarks, such as the Globe Tavern pub, the offices of newspaper Penguin News and a red telephone box, before doing step-ups on a memorial to those who fell in the First World War.

The ad is entitled: “Olympic Games 2012: Homage to the Fallen and the Veterans of the Malvinas”.

11 comments Feed

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1 STRATEGICUS (#) May 07th, 2012 - 08:19 am Report abuse
I know that there is already an e-mail in this guys inbox from Sir Martin Sorrell ' you are fired'.
2 stick up your junta (#) May 07th, 2012 - 08:56 am Report abuse
NEW YORK, May 5, 2012 /PRNewswire/ -- Martin Mercado, creative director at Y&R Argentina made the following statement

“I just want to clarify my recent comments to the media concerning the Falkland Islands advertisement.

While there is no doubt that the Argentine government views las Malvinas as part of Argentina, I accept it was a mistake to use the war memorial in the advertisement and I apologize unreservedly for that error.”
3 DanyBerger (#) May 07th, 2012 - 09:08 am Report abuse
Mohameds Hypocrite
4 GreekYoghurt (#) May 07th, 2012 - 09:09 am Report abuse
This is another one to add to the Argtardasaurus:

Creative = Blatantly offensive.

It can go in with 'Peaceful' and '

Considering his job title is 'Creative Managing Director' he's not really achieving one of the core aspects of his job, to actually produce creative work rather than this bilge.
5 British_Kirchnerist (#) May 07th, 2012 - 12:11 pm Report abuse
#3 Danny if you think your doing a good job defending Cristina's progressive government and opposing British chauvinism by posting links to the fascist (and thanfully electorally wiped-out) BNP and attacking British Muslims, you've got another thing coming
6 LEPRecon (#) May 07th, 2012 - 12:13 pm Report abuse
I think the Falkland Islands Government should sue the advertising company. It'll should make any other companies think twice before taking a job from El Presidente CDK.

Also, they should put out international arrest warrants for everyone involved in breaking the laws of the Falkland Islands, including CFK. I think they could use the prevention of terrorism act, because that is what CFK and her cronies are terrorists, trying to assert their will through belligerent and violent means.

Lets see if CFK can ever get on a plane again after that warrant is issued.

@ 3 Dany, still got a problem with muslims do you? Aww, the does the big, bad muslim scare you?

Oh and you are really scraping the bottom of the barrel by linking to a BNP website. PATHETIC!
7 ynsere (#) May 07th, 2012 - 01:25 pm Report abuse
Strategicus @ 1 - If Mercado is (deservedly) dismissed by Y&R, he'll probably be given a government job by a grateful CFK. Don't know how long they'll have enough money to pay him though.
8 ChrisR (#) May 07th, 2012 - 03:42 pm Report abuse
Nothing will come of this, no-one will get fired.

WPP and Sorrell are just going through the motions.

Ad-men all over the world are pseudo-argies: they lie for the client and they don't give a shit as long as they get paid. Mmmm, I wonder, given that The Mad Bitch was the client if they DID get paid?
9 Anti-Fascist (#) May 08th, 2012 - 02:35 am Report abuse
Argentina is a product of colonialism, conquered by the sword, most of the natives killed and infected by disease, their land taken from them and worked by imported African slaves, oversean by imported European colonials. The African's who made up 50% of the population would themselves completely disapear from Argentina between 1850-1900 in what could have been a chilling fore runner to the disareances of the Dirty War in the 1970's when an estimated 30,000 Argentines were raped, tortured and murdered, many more were held illegally in detention camps and tortured. The true figure for the dead could be as high as 100,000, no one knows because there is little official documentation and most bodies were dumped in the sea.

Argentina took land from its neighbours in numberous wars , civil wars and land grabs - Paraguay, Uraguay, Chile. Today Argentina despite the changed political landscape is still a nation characterised by uber nationalism. The claim to the Falklands was surendered in 1850 but reserected in 1941 by a fascist junta, which inc Peron, they thought their friends the Nazi were going to win the war, the Falklands looked easy picking.

In 1982 Argentina was under the latest succession of a series of fascism military junta's. Their hold on power was looking precarious, in deperation they sort a war, Chile looked like a good victim, they already claimed lots of land and were ignoring the international tribunals that had ruled in Chile's favor. But then they changed their mind and invaded the Falklands. Today the war is romanticized by a nation ruled by a kind of cross between a Neo-Nazi uber nationalist and a Charvesta Revolutionary uber Marxist. The only thing missing is the land reform. Maybe that's for later? But as few natives remain, maybe they'll just ignore their rights... God knows they always have. An entire culture replaced by a European one. Entire languages destroyed.

Timmerman should take time to read about his country's history.
10 DanyBerger (#) May 08th, 2012 - 11:54 am Report abuse
@ LEPRecon

What about something interesting in your next post? Am I asking too much?
11 Pirat-Hunter (#) May 08th, 2012 - 07:13 pm Report abuse
British war Memorial and Olympic parks desecration ready to be delivered worldwide to answer UK status quo in kind. Here is a link to the best commercial I seen.
Boycott UK!

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