H&S - Joel's Tálqui Show by André Pinheiro for Procter & Gamble

André Pinheiro Creative Director | Copywriter | Innovation Lead

ABOUT

Joel Santana is one of the most iconic soccer coaches in Brazil. But he is best known for his interviews on his own version of the English language by the time he was South African national team's coach.

By the same time, we had to launch the new line of Head & Shoulders shampoos for P&G. Our challenge was to teach people in Brazil, who in their majority don't speak English, how to say and spell the product's name.

The idea came quickly, "Why don't call Joel Santana to do that?". After all, if we could make him pronounce Head & Shoulders correctly, our clients could do too.

The campaign have six big hits on Youtube. In this one, Joel became a talk show host interviewing Pelé.

MADEIT CREDITS

Procter & GambleClient

AfricaAgency

André PinheiroCopywriter

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H&S - Joel's Tálqui Show

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André Pinheiro August 1st, 2016, late evening

* Unfortunately, this film loses most of its fun with the translation. Read the synopsis above for better understanding.

Synopsis:

Joel Santana became such a star in Brazil that we thought he deserved a Talk Show. So we created the "Joel's Tálqui Show", obviously using his poor english to do it. In his first interview, Joel have no one less than Pelé, the king of soccer. But, we know that Joel is a bigger star. So during the interview he interrupts every response Pelé gives him. Until he gets Pelé angry.

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copywriting