There are still Ads that Look on the Bright Side


Professor Alfonso Méndiz tells us that the world is full of little stories that can move us and make us think. Simple, quotidian, but full of meaning events; that convey enthusiasm and optimism, that touch our hearts and help us to be better.

This is one of those stories. It is the campaign that the agency DDB Fahrenheit and producer Rebecca, both of Peru, created and released for Promart Homecenter, a company that provides services and products for home improvement. Hence the slogan of this campaign, «Your family is perfect, let your home be that way also».

The story revolves around the relationship of a father and his daughter. The daughter-we do not know why, appears sad and dejected. So when the father approaches him affectionately, she rejects him without a word. Soon we will know that she hides an enigma. And that this secret is the key to a surprise ending. But until that time comes, the father asks what could be happening; and, as he knows his daughter he's able to find a solution and change her sorrow into joy.

This short story, entitled «perfect daughter», teaches us that only love allows us to unravel what is behind people's feelings; especially for people who live with us. Only love always finds the most appropriate remedy. Perhaps this is why this ad campaign slogan could be entitled «The perfect father.»

Finally, after a big hug, she tells her father: I love you, Dad «.

We must all find a way to bring peace and joy to our homes. So, despite all the mistakes, our family will always be «the perfect family».

«The place where children are born and where men die, where freedom and love flowers, is not an office or a shop or a factory. There I see the importance of family, «says Gilbert Keith Chesterton. Author and journalist Clemente Ferrer has led a distinguished career in Spain in the fields of advertising and public relations. He is currently President of the European Institute of Marketing.

Clemente Ferrer


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