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By Amy Houston | Senior Reporter

March 28, 2023 | 3 min read

It’s based on a true story and was directed by LA-based Argentinian filmmaker Emiliano Cruz Lopez.

This ad from Vencedor Paints is a real tearjerker. In the spot, titled ‘Celeste,’ viewers see an older man who has been recently widowed. With the help of his son and granddaughter, he moves into a new house but tucks away his late wife’s belongings in a cupboard.

As his granddaughter finds the old suitcase, she begins to notice how important the color blue was to her grandmothers throughout her life. With this in mind, they transform the elder’s bedroom.

The two-and-a-half-minute ad is part of the brand’s ‘Every Color Has a Story’ campaign. On the project, Cruz Lopez said: “There are sometimes when advertising gives you the amazing opportunity to tell a beautiful story and this is clearly one of them.”

Chief creative officer of Circus Grey Peru Charlie Tolmos echoed this sentiment. “The power of stories will always be a great way to connect with people, especially in these times when most brands stopped telling beautiful and emotional stories.

“It’s amazing when marketers forget about cold analytics and performance tools and care more about giving their brands a voice to build a real connection with their customers.”


Client: Qroma

Brand: Vencedor Paints

Chief marketing officer: Jose Antonio Arbulu

B2C brand director: Diego Barragan

Agency: Circus Grey Peru

President, chief creative offider, latam: Diego Medvedocky

Worldwide chief creative officer: Javier Campopiano

Chief executive officer/ chief creative officer:José Luis Rivera y Pierola

Chief creative officer: Charlie Tolmos

Creative director: Gonzalo Aste

Copywriter: Percy Rocha

Art director: Miguel Ucañan

CPO: Renzo Talavera

Production director: Kathy Santillana

Producer: Pierina Ivazeta

Account director: Vanesa Ortega

Account supervisor: Lizet Gonzales

Account executive: Yessica Ordoñez

Head of strategy: Nicolas Rodriguez

Production company: Rebeca

Director: Emiliano Cruz Lopez

Executive producer: Alejandro Noriega

Production supervisor: Pierina Ravizza

Assistant director: Lucia Amigo

Director of photography: Julian Amaru

Art director: Sandro Angobaldo

Styling: Paloma Santander

Post-production: Nativo Studio

Sound production Company: Agosto

Sound direction: Claudia Incio

Music producer: Fito Zavalaga

Sound design: Charly Garcia

Interested in creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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