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
Other Credits: Victor Martínez/Jennifer Zierenberg
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: Ska music
MVO: A cake.
A cake.
A cake at the party in the patio
Many kids
So many kids
All these kids that are wanting to eat all the delicious cake at the party in the patio
They argue
They argue
The kids argue 'cause they don't want to share all the delicious cake that they all want to eat at the party in the patio
A big fight
A big cake fight
A big cake fight breaks out between all of the kids that do not want to share all the delicious cake that they all want to eat at the party in the patio
A mother
A mother with Bounty in hand.
ANN: Stop the mess with Bounty.
Full script of the ad in the original language
SFX: Music a ska
MVO: Un bizcocho
Un bizcocho
Un bizcocho en la fiesta en el patio
Muchos niños
Tantos niños
Unos niños que quieren comerse el bizcocho bien rico en la fiesta en el patio
Se pelean
Se pelean
Se pelean los niños por no compartir el bizcocho que tienen tan rico que quieren comerse en la fiesta del patio
Una guerra
Una guerra
Una guerra de bizcocho se forma entre todos los niños por no compartir el bizcocho bien rico que quieren comerse en la fiesta en el patio
Una madre
Una madre 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 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 and appealing musical genres we could find to get the message across to our target. This second instalment of the Reguerosoneo campaign is in the style of ‘ska.’