Y&R agency created another spot for Itaipava beer, celebrating the oncoming southern hemisphere summer. Picking up the “100% Beer” campaign, the new commercial proceeds with the concept of the different percentages that make up the ideal world. On the previous spot, entitled “Re-Brazil”, two buddies speculate about the amount of forests, cities, men and women they would pick were they to rebuild the country from scratch. This time the focus is on a beach, which starts out deserted and is gradually taken over by droves of girls, surfers, friends and sand footballers, each group chanting their respective quota inside the ideal distribution: 50%, 15%, 30%, 5% and so on. The perfect union of those elements is capped by the arrival of a swarm of Itaipava salesmen, intoning the rallying chorus of “100%! 100%” for everyone’s merriment.
Directed by Mateus de Paula Santos and Nando Cohen, the spot displays a warm, luminous photography that perfectly captures the ambience of a beach in broad summer daylight, while the montage alternates between close ups of the characters and aerial shots of the crowds, establishing an epic, riveting mood.