| Title | Crying |
| Agency | DM9DDB |
| Campaign | Crying |
| Advertiser | Companhia Athletica |
| Brand | Companhia Athletica |
| Date of First Broadcast/Publication | 2004 / 5 |
| Product | Gym |
| Business Sector | Sports & Health Clubs, Gyms, Spas, Diet Clinics |
| Tagline | Get in shape |
| Story | The room of a newborn baby. The baby cries. The father picks up the baby from the crib, and puts it in his lap. The baby tries to find the fathers breast to suck. The father is startled, and the baby starts crying again. |
| Media Type | Television |
| Length | |
| Market | Brazil |
| Advertising Manager | Edward Bilton |
| Art Director | Felipe Cama |
| Creative Director | Pedro Cappeletti |
| Copywriter | Ricardo Chester |
| Agency Producer | Jaqueline Couto |
| Agency Producer | Filipe Fratino |
| Director of Photography (DOP) | Lauro Joorel |
| Account Director | Suzana Poli |
| Director | João Tikhomiroff |
| Executive Creative Director | Sergio Valente |
| Production Company | Jodaf |
| Sound Design Company | Ludwig Van |
| Post Production | Casablanca |
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