Chacho Puebla Interview(s)
WHEN DOES RESPONSIBILITY BECOME CENSORSHIP?
How has the shift towards more responsible or politically correct advertising impacted your work?
Well, didn't impact at all. We like to make communication that does not attack anybody. We like things that engage people, rather than alienate them.
When have you used a more provocative or even risky approach to get a response from the audience?
Always. But that does not mean to attack somebody. Provoke is not the same that attack.
Can you give some examples of advertisers that have adopted a responsible approach but remained creative (eg. Heineken and its “drink responsibly” messages).
Magnum, Burger King, Amplifon, San Miguel, Audi, IKEA, for name a few that we work for.
What’s an example of a popular ad that simply couldn’t be done today?
Any old AXE ad objectifying women.
How is the digital environment affecting the boundaries of what can and can’t be said in advertising?
Common sense.
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