Maxus Latin America Mexico City, Mexico Media Buying / Planning


Maxus Latin America Case Studies

Title "That's Pinche!"
Agency Maxus Global
Campaign That's Pinche!
Advertiser Xavier Gonzalez Zirion
Brand Xavier Gonzalez Zirion
Date of First Broadcast/Publication 2012
Business Sector Government & Other Authorities

When ordinary citizen Xavier Gonzalez Zirion tried to get selected for the Mexico City elections, the government told media owners not to accept his advertising. Residents were frustrated about the city's chronic deterioration, so Maxus asked people to photograph things in their city that were 'pinche' (an incredibly rude word in Mexico), and then upload them for discussion via social media as part of Xavier's campaign. The media were so impressed at the results, that they ignored the ban and took on Xavier's message. He now represents Mexico's biggest party, PRI, in the city's election.

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Tagline Well, somebody had to say it!
Media Type Case Study
Length87 seconds
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