Can an ice cream mark have a metapublicitarian speech?
The Menornera company with 85 years of history, has just demonstrated that yes and that, in addition, the intelligent humor still has been traveled in this industry. And he does it with “creative consulting”, a miniseries in format mockumentary that dynamite with sneer Current marketing dynamics with the adjacent objective of raising the cultural profile of the brand towards new levels of sophistication.
The address is from Laura Sisteró, awarded filmmaker and expert in documentary language
The proposal is a Branded Content that he has worked with a script from the Turbo agency – led by Jai Dadlani and Bertus (former vice) – and with the direction of Laura Sisteró, awarded filmmaker and expert in documentary language. Thus, the miniseries stands out for being hilarious, making a satire of the roles of marketing and an auto -part of the advertising ecosystem.
The ice cream brand gives a lesson of How to laugh at oneself presenting the figure of A fictional creative consultant, splendidly embodied by actor Josep de Font, who is hired to “Replace” the brand. What follows is a succession of ravings, clichés, inflated language and absurd proposals, that any professional in the sector will recognize with a mixture between laughter and blush.
The series, which will consist of six episodes of minute and a half, thus becomes a deforming mirror that accurately reflects the excesses, delusions and self -imporities of the universe of the universe of the universe of the universe Branding. All reinforced by the participation of real employees of the Menorner as circumstantial secondary actors.
“We wanted to refresh the category codes”he comments Enric CostaMarketing director in the Menorner. “If the public leaves us, we will release an episode every week.” The one who was for 26 years responsible for Marketing in Estrella Damm, joined the refrigerator in the late 2024 with the intention of “Revolutionize the world of ice cream”. Precisely, one of the first samples of the new disruptive style is the miniseries that has just been released on Instagram, Tiktok, X and YouTube.
From the storytelly imposed to meetings that do not lead to anything, the Menorner demonstrates with “Creative Consulting” that a brand can celebrate 85 years and, at the same time, have a lucid and ingenuity attitude.
