30/04/2007

O Sapo Cor-de-rosa

O diretor de arte chegou às 10:30h. Óculos escuros, cabelo molhado. A menina do atendimento, desesperada, já estava na criação cobrando os anúncios:
– Pelamordedeus! Oclientevaiviajarhojeàtardeequerveroslayoutsprapodermostrarparao diretorinternacionalquevaiterumareuniãocomacoordenaçãodaaméricalatinaeeuvoumeferrar porquetodomundotiraocorpofora!


O diretor de arte não tinha ainda achado aquela sacada gráfica, entende?

– Pelamordedeus! Pelamordedeus! Pelamordedeus!
O diretor de arte, sem tirar os óculos nem dizer palavra, senta na frente do computador pensando: "Que saco, só um mês de prazo, o redator fez os títulos só há duas semanas, assim não dá pra trabalhar".
Quinze minutos depois, os layouts estão saindo da impressora. O redator vê os anúncios e comenta:
– Por que um sapo cor-de-rosa?
– Sei lá, é uma imagem bonita, instigante...
- diz o jovem diretor de arte.
– Mas o anúncio é de eletrodoméstico. Que é que tem a ver?
O diretor de arte não queria entregar que não pensou em nada e que aquele sapo era a única imagem que tinha no arquivo do computador, mas não deu tempo de ele inventar uma justificativa.
– Dáaquiessetroçoqueeutôcompressa.
No caminho do cliente, no carro, o diretor de atendimento vê pela primeira vez os anúncios para poder dizer na reunião que tinha acompanhado o processo criativo todo, inclusive direcionado a criação para não perder o foco da campanha e dar destaque ao sapo cor-de-rosa. Sapo cor-de-rosa?
– Que merda faz esse sapo cor-de-rosa aqui nesse anúncio!?
-Seiláfoiacriaçãoquefezeunãoseidenadasócobreioscaras. O diretor de atendimento não podia jogar fora o anúncio, era o único em que o título fazia uma vaga menção ao produto. Teve que pensar em uma saída.
Chegaram ao cliente, que era uma imensa multinacional. Estão na sala de reunião com toda a equipe de marketing da empresa. O diretor de atendimento, uma velha raposa, apresenta o layout do sapo rosa falando da necessidade de um property para a marca e a importância do impacto que a comunicação deve ter junto às donas de casa, que uma imagem altamente diferenciada não permite a indiferença do público alvo e que um sapo, com certeza, sensibiliza donas de casa de qualquer classe, e que o fato de ele ser rosa (uma cor altamente ligada ao universo feminino) anularia toda a imagem negativa do anuro em questão.Seja o que Deus quiser.
O diretor de marketing da multi ouviu tudo sem mudar sua expressão de jogador de pôquer. Houve aquela pausa que prenuncia hecatombes.

– O que vocês acham? – perguntou o chefão de marketing para seu comparsas.As respostas vieram pela ordem crescente na hierarquia local:
– Um pouco estranho.
– Bem estranho.
– Estranho é apelido.
– É sem dúvida a coisa mais estranha do mundo.
– Uma merda.
– Eu até que gostei do sapo cor-de-rosa - disse o chefao de marketing.
As mudanças de opinião seguiram a ordem decrescente.
– Uma merda que pode dar certo.
– Sem dúvida, se é a coisa mais estranha do mundo, é porque tem um certo appeal racional, algo de especial.
– Especial é apelido.
– Bem especial.
– Ainda acho um pouco estranho – disse o mais baixo na hierarquia, que por manter sempre sua opinião foi despedido alguns meses depois.
No final valeu democraticamente a lei do mais forte. E o diretor de atendimento voltou para a agência pensando por que raios o chefão do marketing gostou do sapo cor-de-rosa. "Será que a idéia é boa? Não, não, impossível sair coisa boa da criação. Por que o chefão gostou? Na verdade, eu é que sou um puta vendedor. Eu sou foda."
Na verdade, o chefão de marketing não sabia por que raios tinha aprovado aquele anúncio do sapo cor-de-rosa. Ele estava divagando sobre sua casa de campo, pensando como era gostosa aquela menina da agência que fala rápido, não prestou muita atenção no que o cara da agência falava. Mas, para falar tanto, ele devia estar falando coisas importantes. Não pegava bem passar por ignorante na frente de seus subalternos.
E agora o chefão de marketing está num avião, levando numa pasta branca de papel-cartão um sapo cor-de-rosa, que deve ser apresentado para um chefe que é mais chefe que ele. "Vou ter que enrolar os gringos", pensou.
A reunião com o pessoal da América Latina começou com um clima tenso. Nenhum dos diretores de marketing dos vários países onde a empresa atuava tinha um trabalho decente para mostrar. Quando o diretor de marketing do Brasil mostrou o anúncio do sapo cor-de-rosa foi um alívio geral. Todo mundo começou a apoiar a idéia do brasileiro, pelo menos assim ninguém precisa justificar seu próprio fracasso.
– Me gusta mucho el sapo rosado.
– Sin duda tenemos un simbol.
O coordenador de marketing para toda a América Latina, o big-boss de todo mundo ali, não falava bem castelhano. O big-boss dos cucarachas, como secretamente se autodenominava o coordenador de marketing para toda a América Latina, telefonou para a matriz no dia seguinte dizendo que havia unanimidade em torno de um conceito – Amazing concept – desenvolvido pelo marketing de Buenos Aires, ou será de Caracas?

– I don't know, só sei que é de um lugar do Brazil.
O anúncio do sapo cor-de-rosa e o big-boss dos cucarachas estavam a caminho da matriz, em Atlanta. O chefão estava tranquilo em relaçao ao sapo. Todos os diretores de marketing da América Latina haviam feito reports provando a viabilidade da estranha personagem anfíbia. Que os reports foram feitos para agradar a ele, o big-boss, ninguém contou. Nos reports havia números, e números fazem até um sapo cor-de-rosa existir.
O coordenador de marketing para toda a América Latina entrou às 8:00h na sala do seu chefe, que estava reunido com toda a presidência da grande empresa multinacional de eletrodomésticos. Debaixo do braço, um sapo cor-de-rosa. Reunião de portas fechadas.
As 8:05h a secretária escutou alguém gritar na sala:

– What the hell is it?Passaram-se seis meses.

O diretor de arte chegou à 11:00h. Óculos escuros, cabelo molhado. A menina do atendimento havia deixado um grosso fichário na mesa da dupla de criação. Na capa do fichário lia-se: The Pink Frog. No fichário havia todas as normas de utilizaçao do Pink Frog. O tipo de sapo que deve ser utilizado, qual a tonalidade do cor-de-rosa, as melhores posições em que deve ser fotografado, a proporçao que deve ter o sapo, perdão, o Pink Frog, em relação ao formato do anúncio. Havia até a recomendação de que se usassem sapos vivos e que se pintasse o sapo por computador para evitar problemas com os ecologistas. O sapo foi completamente dissecado em duzentas páginas.
Por conta do sapo cor-de-rosa, muita gente foi promovida, tanto no cliente quanto na agência.

- Puxaquelegaleusemprequisserdiretoradecontasemandarnessesbabacas!
Todo mundo se deu bem, menos o diretor de arte. Parece que alguém pediu a cabeça dele porque ele não seguiu as normas de aplicação do Pink Frog, e colocou em risco tão importante componente do patrimônio de marca do cliente.
José Carlos Lollo

38 comentários:

GuiCury disse...

Grande texto do grande Lollo! Espero que gostem!

Anônimo disse...

Rapaz, acho que grande parte dos estudantes publicitários já leram este texto.
Mas mesmo assim, foi uma boa pedida.

Alex Gonçalves disse...

Já fui de óculos escuros e cabelo molhado ..

BD disse...

HAHAHA

Ainda não tinha lido esse texto.

Muito bom !

Abraço.

Bruno Delfino.
http://by-theway.blogspot.com

Anônimo disse...

Sou publicitário e nunca tinha lido essa pérola. =D

Muito bom!

Abraço,

Guilhermne
www.papodehomem.com.br

Jaime Ohana disse...

Lollo,

Otimooooooooooooo...

Mais um belo blog que vai para minha lista.

uhhhhhhhhhhhhh...

D+

Anônimo disse...

Muito interessante a caminhada do Sapo, mas é assim mesmo que funciona, a gente que é publicitário que complica, bom..., hoje não complico mais..., qualquer coisa que se faça, aos olhos do consumidor será lindo. O que você acha uma droga, mas teve que fazer de qualquer maneira por falta de tempo nenhum, será lindo. Só não será lindo para o seu colega ao lado ou para o dono da Agência e para você mesmo, mas ai você diz, com o que ganho e com o tempo que tive, dá pro gasto, afinal, quem ganha os créditos do lindo (horrivééél) trabalho mesmo, é sempre o atendimento.

Trabalhei em Agência que me dava muito tempo, hoje vejo que era bom quanto a qualidade da Arte, e há pouco, em uma agência que não me dava tempo nenhum, tipo assim, é pra antes de ontem, faz qualquer coisa, o importante é faturar. E vocês não acreditam, teve cliente elogiando meu trabalho, ééé, no fim, fui mandado embora. Quem manda tirar créditos de atendimento, não.

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