Before cell phones, GPS, and the streamers, there was “the 80s.” The period has been recreated countless times, but in a new spot for Entel – Chile’s largest telecom company – we get a unique take from a trio of filmmakers whose perspectives make the commercial pop. Directed by Plástico (Ale Ruax and Rama Martínez) and Maca Rubio (all are represented via the Easy Mondays+Poster partnership in the US), and created by Fearless, “Technology Changed Everything” truly is the merging of two visions.
“It was a fun collaboration because Plástico actually lived the decades, and Maca…didn’t,” mused Ruax. “So it was a combination of our experiences, and the ideas of what Maca thought it was. The coming together of these two visions made the shots feel real while existing in a somewhat fantastic world of freedom. Also, we worked with a beautiful team who brought the pieces together making a sharp craft and a lighting that transported us to the precise decade.”
The Fearless creative team comprised Javier Bonifaz, Majo Joglar, Benja Tornquist and Ivan Zimmermann. The directors also commended the Entel marketing team, led by Romina Galatzan and her team: Pia Harismendy and Magdalena Schultz.
“Plástico and Maca did a fantastic job,” the agency shared in a collective statement. “They stood out from the very first director's treatment return, showing that they really wanted to win the project. In fact, the band was proposed by them and fortunately, it was the chosen one. During the PPM process until the day of the filming, the script grew with thousands of humorous details that made it a very credible and close piece for the viewer.”
The agency was tasked with tracing Entel’s technological evolution from its earliest days to today. The story – how they became more than just a phone company – needed to be told in a way that was neither linear nor cliche. Hence the importance of striking a chord with customers, who are also part of their narrative. In the spot, a teen is wrapped up in a VR game, as his dad attempts to explain how technology changed our lives…for the better. We’re treated to vignettes of old school appointment books, pay phones, even (gulp) maps, not to mention endless download times.
“Since we’re all mostly 35+, vignettes were the easiest thing to do,” said the agency. “We wanted our insights and art direction to make an impact. Today, seeing a pen drive is as vintage as watching a 4-channel TV without the remote control.”
The directors credited “the amazing people of Fearless in New York, who gave us a fantastic script and a lot of freedom to tell the story. This was our second collaboration with Fearless and we are absolutely in love with them, not only for their openness but they also have a keen sense of what their client is looking for.”
“There is a high level of trust and respect among team members, which empowers individuals to take risks, make decisions, and contribute their unique skills and expertise without fear of judgment or criticism,” the agency concurred. “This trust allows for delegation, collaboration, and the exploration of innovative solutions.”
Of the collaborative process between Plástico & Maca, Ruax and Martinez explained, “We have worked together many times, and we all see the world in a very similar way. So, the main thing is, working together we have loads of fun.”
"Technology Changed Everything" is being appreciated by multiple generations of consumers, with the common denominator being a belief that technology reflects progress. For example, a lot of the 80s imagery in the commercial depicts clutter and congestion: an office garbage can, a pile of pin drives, a messy living room, a pawn shop. Perhaps, amidst complex technology, life is simpler?
“We love the craft and the objects with background and history, so of course we are a little bit romantic of the past decades,” the directors concluded, “but we could never deny that technology and the improvements are mind blowing and of course make life simpler; they allow us to be here and communicate ourselves in a faster way.”
About Plástico
Plástico is a joint creative project founded by directors Ale Ruax and Rama Martínez. Ruax launched his career in production, working with top directors across the globe. Martinez mastered the art of conceptual design. The pair expanded their team to join forces with frequent collaborator Maca Rubio, a director with experience creating stunning commercials and music videos. To her work, she brings a unique eye for art direction, accomplishing ambitious goals without neglecting poetry and beauty. Plástico's work is like no other. Their style is unique, fresh, and always young. Their clients include Nike, Adidas, McDonald's, Burger King, Sony, Diesel, Pepsi, 7UP, Gatorade, Coca-Cola, Sprite, Volkswagen, and Ford, Chevrolet, Peugeot, Renault, Nissan, Toyota, among others. Individually, Rubio has worked with Adidas, Levis, Sedal, Nestle, Schneider, and more.
The Plástico collective is represented stateside via Easy Mondays+Poster partnership.
