A big pretentious production isn’t always the best way to promote a product. Sometimes, an advertiser struggles to find a marvelous idea for a product that the client doesn’t find so marvelous. But everyone knows that in life, sometimes that’s the way things are. What is perfect for one isn’t always perfect for the other, or for everyone, and what appears simple, can actually be more complex than we imagine. In the end, a decision as to what will be done and what won’t be has to be taken. Meetings are vital for this.
The commercial “A Vida Como Ela É (Life As It Really Is)” from 1998, was directed by Nando Olival for the Escola Pan-Americana de Arte, in association with the Almap agency, and presents an interesting and comical view of what can be considered a creative idea. The photography was directed by Renato Rossi, another director at O2.