This spot for the Hispanic market is in English with Spanish subtitles–and that’s the point of this clever idea out of agency Grupo Gallegos, Long Beach, Calif., on behalf of client Comcast.
We start on a NewsToday graphic which opens an English language newscast. An anchorwoman then tells us of late breaking news. A wanted and dangerous criminal has escaped from jail. She then refers to disturbing photographs of the criminal and the different looks he assumes.
Unfortunately, the Spanish language subtitles block the portion of the screen where these revealing photos are displayed one after another.
The anchor next tells us of a toll-free hotline to call if we see the dangerous felon. That supered phone number is also obscured by the Spanish-language on-screen translation.
The spot then cuts from the newscast to share the lesson of what we’ve just seen. In Spanish, it reads (here’s the English translation), “When you don’t watch TV in your language, you miss half of the story.”
An end tag advises Spanish-speaking viewers to get CableLatino de Comcast.
“Most Wanted” is one of two similarly themed spots for Comcast conceived by a Grupo Gallegos team that included creative directors Favio Ucedo and Juan Oubina, associate creative director/writer Martin Cerri, copywriters Fernando Fryd and Lulu Reynal, art director Andrés Munera and producer Carlos Barciela.
Both spots were directed by Andy Fogwill of Landia, Venice, Calif., and Buenos Aires. Producer was Juan Taylor.
“One of Them Days” and “Mufasa: The Lion King” In Tight Race For Top Spot In Weekend Box Office
The Keke Palmer buddy comedy "One of Them Days" opened in first place on the North American box office charts on a particularly slow Martin Luther King Jr. holiday weekend.
The R-rated Sony release earned $11.6 million from 2,675 theaters, according to studio estimates Sunday, beating Disney's "Mufasa: The Lion King" by a hair. By the end of Monday's holiday, "Mufasa" will have the edge, however.
"One of Them Days" cost only $14 million to produce, which it is expected to earn by Monday. The very well-reviewed buddy comedy stars Palmer and SZA as friends and roommates scrambling to get money for rent before their landlord evicts them. Notably it's the first Black female-led theatrical comedy since "Girls Trip" came out in 2017 and it currently carries a stellar 96% rating on Rotten Tomatoes.
But the marketplace was also quite weak overall. The total box office for Friday, Saturday and Sunday will add up to less than $80 million, according to data from Comscore, making it one of the worst Martin Luther King Jr. holiday weekends since 1997.
"For an individual film like 'One of Them Days' this was a great weekend," said Paul Dergarabedian, the senior media analyst for Comscore. "You can still find success stories within what is overall a low grossing weekend for movie theaters."
The Walt Disney Co.'s "Mufasa" was close by in second place with $11.5 million from the weekend, its fifth playing in theaters. Globally, the Barry Jenkins-directed prequel has made $588 million. It even beat a brand-new offering, the Blumhouse horror "Wolf Man," which debuted in third place with $10.6 million from 3,354 North American theaters.
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