Category: Household
Advertiser: PROCTER & GAMBLE
Product/Service: BOUNTY PAPER TOWEL
Agency: LEO BURNETT PUERTO RICO
Creative Director: Victor Cabezas
Scriptwriter: Ricardo Martí
Agency Producer: Ariadne Guzmán
Account Manager: Nilaida Viera
Account Supervisor: José Velez-Silva
Advertiser's Supervisor: Ailsa Valledor/Lisa Feria
Production Company: ALTAMAR MUSIC, San Juan, PUERTO RICO
Director: Cucco Pena
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: LEO BURNETT PUERTO RICO, San Juan, PUERTO RICO
Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
SFX: Reguetón music
MVO: The fight
The fight
The fight on the house TV
The husband
The husband
The husband that invites all his pals to come over to watch the fight on the house TV
The pals come
With more pals
And the pals of the pals and the not so much pals that the husband invited to come over to watch the fight on the house TV
FVO: Honey, we’re out of chairs!
MVO: They bring pizzas
For the munchies
And snacks and stuff that are brought and spilled by the pals of the pals and the not so much pals that the husband invited to come over to watch the fight on the house TV
A wife with Bounty in hand.
ANN: Stop the mess with Bounty.
Full script of the ad in the original language
SFX: Music a Reguetón
MVO: La pelea
La pelea
La pelea en la tele de la casa
El marido
El marido
El marido que invita a sus panas a ver la pelea en la tele de la casa
Vienen panas
Con más panas
Y los panas de panas y los no tan panas que el marido invita a ver la pelea en la tele de la sala de la casa
FVO: Papi, no hay sillas!
MVO: Traen pizzas
Pa’ los munchies
Y papitas y cosas que traen y que riegan los panas de panas y los no tan panas que el marido invita a ver la pelea en la tele de la sala de la casa
Una esposa con Bounty en la mano.
ANN: Detén el reguero con Bounty.
Brief Explanation
We took a popular local children's sing-along concept, known as the chain song, and used it to show different stories about how easily one small mess can lead to others, resulting in much bigger messes. Luckily, this 'chain of mess' phenomenon can be stopped with Bounty.
Since we're striving to portray Bounty as ‘the Puerto-Rican paper towel', we decided to use the most authentic local musical genres we could find to get the message across. This third instalment of the Reguerosoneo campaign is in the style of ‘reguetón’ and it deals with Puerto Rico's most popular sport: boxing!