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Ahora que parece que el Congreso va a dejar de subvencionar el alcohol de alta graduación, parece que los señores diputados ya tienen una bebida a la que aferrarse. Ahora que se acabó el gin tonic a precio de garrafón 2×1, ¿entrarán nuestros políticos en la Era Aquarius?

Y es que la marca sigue ahondando en su visión isotónica de la realidad en que vivimos para no perder la fe en el ser humano. Primero nos pregonaron su ideario a lo Rafael style, recientemente enarbolaron el apadrinamiento rural y ahora esto:

Ooooh sí, los políticos. ¿Cómo se te queda el cuerpo?

Por mi parte, sensaciones agriamargas.

Claro, cuando uno escucha y piensa en políticos se nos vienen a la cabeza caras, a veces nombres y todo, muy distintos a los que se presentan en el spot. Son los que vemos todos los días en televisión, los que dan voz a titulares que nos exasperan y ponen a prueba nuestra inteligencia emocional.

Muchos tenemos la impresión de que los políticos están cada vez más desconectados de la realidad que crean e imponen, erigiéndose en portavoces de un pueblo que habla un lenguaje distinto y quiere otras cosas. Parece que actúan como déspotas nada ilustrados, caricaturas políticas de una oligarquía democrática. Ellos siempre ganan y de una forma u otra siempre tienen la razón y entienden el mensaje que les queremos dar, por mucho que ni nosotros lo sepamos.

Claro que, si calificamos al todo por aquellas partes que más salen en la prensa, podemos colocar etiquetas que no se corresponden con el trabajo diario de políticos, que nosotros desconocemos, pero quizá sean bien conocidos, ya no sólo por sus votantes, sino por el conjunto de vecinos. Y por este lado va el spot.

Mirado con psicología, ambas verdades pueden coexistir, pues en la vida misma conviven realidades que moralmente serían excluyentes. Ambas perspectivas están en la palabra «políticos», aunque con diferentes pesos. ¿Cuál pesa más para ti? Pues seguro que no me equivoco mucho si digo que la mismo que a mí.

Pero, ¿hasta qué punto me apetece que una marca haga un lavado de cara a este colectivo? ¿Por qué no a los taxistas? ¿O los carniceros?

Por un lado, me parece una apuesta oportunista, en todos los sentidos de la palabra, que recoge un buen insight que pasea por las calles. Además, sin duda es valiente. A la hora de mantener una conversación, a todos nos han aconsejado evitar la política y la religión. Convención social que también actúa como máxima en el mundo publicitario… uy cuidado con qué asocias una marca. Así, es innegable que es una apuesta arriesgada en comunicación de marca. Me gusta la valentía, aún de refilón.

Por otro lado, no deja de ser una apuesta banal, fácil, en una situación que no está para muchas bromas. Está muy bien la idea de ese homenaje al político desconocido, pero si no van más allá con acciones reales que suban de escalafón para tocar la fibra de alguna manera a los gerifaltes, para mí será como ir de «social», pero a modo chiste, gotas en el desierto.

Está genial que inciten a la reflexión de no juzgar al todo por la parte. Pero si no buscan también una reflexión que incite al cambio en la otra parte de este proceso de comunicación, los políticos, será una apuesta de postín. Por ejemplo, que hagan una campaña para que esos Pedro, Elena y Ramón, si tan buenos son y tanto hacen, encabecen las listas y renueven un poco el aire viciado político actual, que es como ver distintas series con los mismos protagonistas, cada vez menos creíbles. En este caso, quiero una propuesta valiente de verdad, un Aquarius que sepa a algo.

Sinceramente, creo que hay un cansancio generalizado tanto en el ciudadano como en el comprador… porque a fin de cuentas, somos los mismos.

Y a ti, ¿qué te parece? ¿entras o sales de la Era Aquarius?

74 Comments

  1. Hoy he escuchado de refilón la noticia en el telediario (después de comer el sofá se apodera de mí y me entero de bastante poco) y cuando he ido a buscar información no he encontrado nada (claro que no sabía ni quién había hecho el anuncio, ni qué decían exactamente….).

    Creo que el anuncio está bien, nos recuerda que a pesar de cómo están las cosas no debemos generalizar y que «hay de todo en la viña del señor». Es decir, sigue con su línea de que «el ser humano es extraordinario».

    Otra cosa que han hecho muy bien: va a dar que hablar. Si el anuncio hubiera sido sobre los taxistas posiblemente no hubieran salido en las noticias (ni estaríamos hablando sobre el tema).

    ¡Saludos!

    Responder
    • Pues me alegro el completar el vídeo que te faltaba 😉

      Viniendo del grupo Coca Cola, es probable que hubiera salido igualmente. Eso sí, estoy seguro que no generaría la misma controversia.

      Comparto lo que dices de no generalizar y la verdad es que tengo mucha curiosidad por ver cómo evoluciona la campaña, que espero no se quede en un spot. La gente que hay detrás es brillante y lo hacen muy bien. Ya a priori… En sí mismo, es extraordinario, de forma literar, el sacar la cara oculta y desconocida de este colectivo tan denostado.

      Un saludo y gracias por compartir Idoia!

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  2. El anuncio está muy bien hecho. Es muy dinámico, muy atractivo visualmente y simpático. El mensaje no podemos negar que sea cierto, pero a mí me deja un saborcillo parecido al que te deja a ti. Sí, vale, ¿y qué? ¿Les tenemos que hacer un monumento por no robar? Se supone que eso tendría que ser lo normal, ¿no? ¿O es que vamos a dedicarle un anuncio a las administrativas que no falsifican documentos y a los cajeros que no se quedan parte de la recaudación?
    Es evidente que hay muchos políticos honestos, pero también otros muchos que utilizan su puesto para sacar provecho personal. Yo conozco a unos cuantos, y no de los de altos vuelos, sino de los que «trabajan» en un pequeño ayuntamiento. Podría contar montones de historias que, sin ser constitutivas de delito, demuestran la baja catadura moral y la ética inexistente que se gastan. Pero prefiero pensar en positivo. Un abrazo!

    Responder
    • Totalmente de acuerdo. Me parece incluso triste celebrar estas excepciones de pequeñas gestas, con un toque humorístico que no pega demasiado. Como decíamos en mi barrio, «van de guays», no lo siento auténtico y para mí esta vez Aquarius ha pinchado un poco en hueso.

      Tengo partido de basket a la hora de comer, y creo que me pasaré al Gatorade :p

      Muchas gracias por este comentario, un abrazo crack!

      Responder
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