El Ojo Beer is a commercial for El Ojo de Iberoamerica, a non-existent beer that fooled Cannes Film Festival. Put together by Santa Clara, the Brazilian Portuguese commercial was submitted to the Cannes Film Festival with English subtitles which were secretly a Trojan Horse. While all the English speakers in the Cannes crowd were reading subtitles espousing the wonder of the beer, all the Portuguese speakers were hearing a pitch for a competing Brazilian film festival. This definitely takes knowing your target and using your competitors strengths against them to a whole new level. It’s commercial judo at its finest.
(via Ads of the World)