For once, Argentinians well endowed in the nose area were thankful for their large proboscis. The ‘Nose-O-Meter’ program allows consumers with large noses score a discount on air-purifying A/Cs. Argentinian home electronics company BGH and ad agency Del Campo Nazca Saatchi & Saatchi have electrified the way home electronics are marketed with their ‘Nose-O-Meter’ campaign. The store placed a nose-measuring device in-store for employees to measure consumers’ noses to see if their schnozzes were sizeable enough to qualify for a 25% discount. The larger the nose, perhaps the more sensitivity to dirty air, and the more need for an air purifying A/C.
When creating two additional campaigns for A/Cs, Ezequiel Devoto, Head of Marketing at BGH, drew on the insight that:
Everybody hates the summer in Argentina when the temperature rises above 30 degrees and 80% humidity for four or five days, with no A/C at home.
One campaign, with gorgeous black and white photography reminiscent of the steamy David Beckham Calvin Klein ads, featured hirsute, pot-bellied middle-aged men lounging around their homes in tiny, white, bikini brief underwear, sweaty from the summer heat. While the underdressed papas loll around the house, they interrupt the flow of daily life, awkwardly encountering their teenage children or surprising their wives who brought friends over. ‘Dads in Briefs’ is a warning to families who do not have A/C and would rather not see dad in his tighty whiteys.
Reflecting on summer weather highs, another campaign ‘Summer Hater’ featured a psychopath who hates the sun, despises people who enjoy the sun, and loves his A/C. Through the short, cinematic piece, the man outlines the reasons why he hates summer, sweaty people, kids peeing in pools, tan lines, rancid smells, and dreams of a world where sun-worshippers are burned alive by the sun. Luckily, the ad says, the A/C keeps the man indoors, saving society from his malicious beliefs.