Wieden+Kennedy São Paulo launched its first campaign for Comedy Central Latam today. The campaign uses the concept “Comedy Continent” to point out Latin America’s natural comic … read moretalent and how Latinos make fun of themselves. According to Guillermo Vega, Wieden+Kennedy Sao Paulo’s Executive Creative Director, “The idea is simple: make TV viewers laugh and remind them how good it feels to watch Comedy Central shows, which are 100% humor.” Comedy Central’s VP Creative Sean Saylor comments the Latin American launch: The Concept of "Comedy Continent " allows us to start a dialogue with our audience, by having a social commentary on the funny aspects of living in such a colorful region as Latin America and Brazil, this is why we are doing a full digital campaign.” Directed by Bryan Buckley and produced by Hungry Man the TV spot makes fun of Latinos traditional daytime sleep. “Siesta” shows the contestants of a world napping championship who have to prove they are really sleeping.
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