2023-07-29 13:35:24
Behind the internal battle of the candidates there are creative minds that transform a speech into image and sound. And the audiovisual producers of Horacio Rodríguez Larreta and Patricia Bullrich perfectly describe each of their campaigns: a renowned professional leads the team of the head of the Buenos Aires government, while a young and little-known worker accompanies the ex-minister’s low cost tour.
The Larreta and Bullrich spots describe the political reality: the internal one is so red hot, who even took advantage of the audiovisual pieces to make a furious counterpoint.
Campaign.
“If it’s not everything, it’s nothing”, was the most forceful phrase in Bullrich’s first ad, alluding to Larreta’s “dove campaign”. “If we were in a normal country, maybe a good administrator or an economic theorist would be enough,” says the former minister, looking at the camera. And she completes: “We are going to need a lot of strength, because the dialogue does not remove the narcos from Rosario, because corruption is not ended by consensus”. In the other corner of the PRO they received the message.
“The path of imposing changes to the blows and that the one who does not think like me is the enemy, led us to inflation, insecurity and frustration”, replied Larreta on Radio Con Vos after seeing the inaugural spot of Bullrich’s campaign. And he added: “I propose a different path, that of facts. It’s not punching, it’s not shouting.”
The audiovisual work of the Buenos Aires head of government marks the counterpoint with his competitor: puts the focus on “build, not blow up”. “In times of crisis, there are those who enjoy throwing gasoline on the fire and there are those who make an effort to put it out,” says Larreta, pointing to the hard wing of the PRO in his spot. “I believe in respect and not in those who need to insult to get some advantage,” he says in a message that is addressed to Bullrich, but also to Mauricio Macri.
Since the beginning of July, the spots are repeated in the media to strengthen the speeches of the pre-candidates: each one making a faithful representation of the image of the competitors of the hottest inmate of this 2023.
Achievers.
The idea of “team” that Larreta proposes in his public appearances when describing his management is repeated, even in the area of communication: “We are a large workforce that works on all creativity,” says a source from the small table of the head of government.
But there, by trajectory, One name stands out, who is at the head of the project: Carlos Pérez, a renowned local publicist who was considered by Adlatina, the most famous marketing publication in Latin America, as one of the 20 most influential creatives of the last decade. According to him, he published the program Periodismo Para Todos, will charge 10 million pesos for the 45 days of campaign work.
Pérez has been by Larreta’s side for a decade. In 2015 he was hired by his agency BBDO and later joined the team in a private way. Low profile, he refuses to speak to the media. Their task is to listen to the ideas of the campaign team and transform them into audiovisual pieces.
In the case of Bullrich and his low-income campaign elected Hernán Weisz, leader of La Chola TV, a small production company without much background in the creative world. The small company that does not even have a website would take, again according to Jorge Lanata’s program, 3.5 million pesos per month during the campaign.
Weisz He is 35 years old and studied Image and Sound Designer at the UBA between 2007 and 2012, when it went on the market. In his first decade of activity, based in the United States, he carried out work for renowned companies such as Airbnb, La Serenísima, Sony and Procter & Gamble, among others. But also for public organizations such as the Chamber of Deputies, the UBA and the state channels Encuentro and Deportv.
NEWS tried to contact Weisz, but the young publicist refused to speak: She even made her Instagram account private so her work couldn’t be reviewed. The anti-marketing.
He low profile is a common trait among professionals behind Juntos por el Cambio candidates.
The counterpoint of Larreta and Bullrich had its counterpart in their campaign spots. The following pieces that appeared later, in one corner or another, were also dedicated to his proposals and to confronting the ruling party. But in the STEP the objective is to overcome the rival: that is why they do not hold back any criticism.
Image gallery
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