A dynamic educational documentary about how the advertising influences our society. We watch an average of four hours of television a day. This means we swallow about 45 minutes of advertising each day just on television. Advertising causes feelings. On one side it is recognized great creativity. On the other is not judged positively. Nevertheless advertising is possibly a mere mirror of society because, not surprisingly, brands want to know , they capture our concerns and desires and to serve us their products packaged conveniently packaged to fill our needs.
Toni Segarra, a guy who writes ads
If creativity is not copying, as a famous French cook once said, Toni Segarra does not know how to paste. Instead, his creative process in the advertising industry is more like turning around the obvious outcome of a brainstorming session to come up with something extraordinary.
That's what we learn in Toni Segarra, The Guy Who Writes Ads, made by Spanish director José Manuel Pinillo Bun, a film that offers an insight behind close doors into one of the most renowned marketing agencies in Spain as they try to make and ad campaing on its greatest asset: Toni Segara.
The film’s ingenious narrative navigates between the “making of” the campaign and the interview with Toni Segarra himself, including also various colleagues, as they explain the origin and repercussions of his most famous ads for companies like BMW, Ikea and the Spanish public service broadcaster TVE.