CNCPTS&WRDS

WRDS&CNCPTS

December 2011

SPECIAL REPORT ON COPYWRITING, AD DESIGN AND CREATIVITY Interwiev with

JOAQUÍN PRIOR FULL TIME CREATIVE CONCEPTS HUNTER

by Miss Dallas

JOAQUÍN PRIOR STORYTELLER AND FULL TIME CONCEPTS HUNTER HE WAS GOING TO BE ENGINEER AND COWARD, BUT ENDED UP BEING CREATIVE AND DARING. AFTER A STINT IN BUENOS AIRES, BARCELONA AND TWO ADVERTISING AGENCIES HE IS CONVINCED THAT WORDS ARE THE MATHEMATICS OF IDEAS.

SCRABBLE FANATIC, IN JUST THREE YEARS HAS WRITTEN ALL: FROM SHOPPING LISTS TO ROYAL LETTERS, SCRIPTS FOR PRESENTERS GALAS, SPEECHES FOR PRESIDENTIAL CANDIDATES BUT ABOVE ALL, MANY, MANY...

By Miss Dallas / Pictures and layout by Caracanaia&Co.

e n n e s s e s 贸 e e a a l o s a a , e a . s s l n a r o r o a e o r . a o a s . o i e a . s , s n y s l e , : ! . o s e s n o , e l e , . r ,

LOVE LETTERS

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INTERVIEW WITH JOAQUÍN PRIOR If the lifetime follows his logic, this young man waiting for me at a coffee shop would be now reviewing relativistic quantum equations on the hyperboloid. It is one to ten and he has been even more punctual than me. I sit down in front of him and he greets me with a pleasant smile.

One day, this wicked-looking guy decided to change course leaving aside his promising career as engineer for a master of marketing communications in Buenos Aires, where he met some of the best publicists and creatives. “And blessed day,” he says.

Three intense years have passed and he is more in love with his profession each day. ‘I consider myself a full-time storyteller and a fresh-concepts hunter...!’.

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CHANGE OF AIR

What did Buenos Aires involve?

It was the city of change. In ten months I brought this repressed vocation to light. I did all kinds of courses, seminars and workshops related to communication and creativity, besides knowing influential people such as Carlos Perez (Creative Manager of BBDO Argentina), Carlos Bayala (Madre Buenos Aires) and Sebastian Wilhelm (Santo Buenos Aires). It is a city in which the stimulus and the motivation come alone. It meant a huge dose of life which, by the way, is still alive ... (laughs).

What remains of that time?

The Argentine is creative by nature. But not because he is smarter, but because he is a perfect storyteller. And that’s what really lights up people’s imagination. Stories are the ‘red meat’ that animates our thought process. They give us permission to act and they cause emotional responses... they connect! And in advertising is essential to know to tell stories. So I keep with this: with good stories.

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“The art of storytelling is the spark that really lights up people’s imagination” What engineering has to do with advertising?

People use to ask me that once a week. And the answer is simple.

Any career counts in advertising. In this business, the general culture is key. And in my case, having studied other discipline has been very good, especially for the vision it gives me, unusual and distinct from advertisers who have careers. In fact, why can not have more writers, musicians or architects in the field? It would bring different and very positive experiences.

And what is the experience you bring?

Well, I must admit I never had a pure mathematic mind, but rather the opposite, letters were always in my blood. I consider myself thoughtful and analyst. To solve an equation you must know the greater number of variables. That is, to communicate something I like to have as much information as possible and then synthesize and stay with the best to get the most profitable and effective message. And of course, I am incapable of not being consistent and credible, essential attitudes in building an image. Powerful brands are consistent over time and with the way they convey their messages. And that is easier to achieve when there is a truth to tell. In fact, a good campaign of a bad product will make many more people know that this product is bad.

01. “With Visa-Selección, of course you can”/CAJAMURCIA/BANKING 02. “Real Murcia Centenary. Deep-red spirit”/CAJAMURCIA/BANKING 03a. “What group are you? Of those who say... ‘I like your car’. Or of those who answer ‘I like my car too’.”/BARTOLO’S GARAGES/TEASER 03b. “I like my car too”/BARTOLO’S GARAGES/FACEBOOK

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I thought you were more crazy and absurd.

Yes, I love to be absurd. It’s a tone that I like to use. But that’s just a tone.

I acknowledge that I have a pretty surreal sense of humor. That´s why I am a Monty Python fan.

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And your t-shirt, I see also AC / DC. I’m not an AC/DC fan. I am a fan of the provocation.

Could you improvise something provocative?

For that we should continue the interview elsewhere...

No, thank you. I love the saccharine this bar serves. So... What is happening now with advertising?

(After half a minute of silence, he coughs and asks for forgiveness).

Well, we live in times of crisis and now more than ever do not know what will happen tomorrow. However, it is a great time for creatives, and the best thing about the future is that we can (and must) invent it.

You know, new formats, new media, social networks, etc.. It’s evolution baby, do the revolution!

“The best thing about the future is that we can invent it”

WORDS ARE WORLDS

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How was your return to Spain?

Everything happened so fast. Upon my arrival I found a job as a copywriter in Portavoz (‘Spokeman’), one of the most renowned agencies in Murcia. I had no previous experience working in a agency but they gambled for my profile. It’s something that I will always be grateful for.

What about Portavoz?

First I learned the way a large and successful advertising agency works.

And secondly I developed myself as a copywriter. I discovered the importance of words and, above all, I wrote way too much. And about everything. Not only texts for brochures, websites or campaign claims.

I even wrote a political speech for a party presidential candidate in the Region of Murcia. Then you realize how versatile and decisive can be the work of a copywriter. It is much more powerful as it seems.

To what extent are words important in advertising?

Wooooords? (he snorts harshly). Words are the mathematics of ideas!

The better your vocabulary is, the more accurate your perception of reality will be. And in advertising, the more you write, the faster you will get the key concept. Words involve, impact and change the way we respond to a product or service. The copywriter shapes the words and these words mold the people. Moreover, it is now possible to know what is happening in the world just searching in Google terms like ‘Messi’, ‘Euro’ or ‘Jobs’.

04. “FOR ALL THE KISSES HE GIVES YOU BEFORE HE GETS OUT. It´s time to admit all he does for you. Your favourite co-driver deserved it. Visit yourfavouritecodriver.com, tell us who is your favourite co-driver and why and enjoy a weekend with him in the city of Spain he wants”/LIBERTY SEGUROS/BTL CAMPAIGN MURCIA 05. “BECAUSE HE SEES THE SIGNAL THAT YOU DON´T (...)”/LIBERTY SEGUROS/BTL CAMPAIGN MURCIA 06. “BECAUSE HE HAS THE COIN YOU NEED IN THE TOLLS (...)”/LIBERTY SEGUROS/BTL CAMPAIGN MURCIA 07. “FOR ASKING THE WOMAN IN RED WHICH WAY IS THE CONCERT (...)”/LIBERTY SEGUROS/BTL CAMPAIGN MURCIA 08. “BECAUSE HE SINGS THAT BEAUTIFUL RADIO SONG WITH YOU (...)”/LIBERTY SEGUROS/BTL CAMPAIGN MURCIA

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Which term would you like to have more inputs in Internet?

The name of one of my clients. But for good, of course.

Would that be possible?

Any agency aims to achieve something like that. It would mean having endowed a brand with viral spontaneity, which is undoubtedly the best advertising you can do. ‘Word of mouth’ is what makes places in the ranking. This happens when the public gets involved with the brand and creates a special link between them. An emotional link, like the one that exists between a couple.

ALL HEART

How do you get that brand-consumer relationship?

With a couple of ... hearts! (wink-wink).

Anything else?

Yep. Generating culture around the brand, giving it a radical and unique personality. Turning it into a totally different way of life that offers extreme experiences to its audience. We´re talking about experiences 09-11. “WELL-KNOWN BRANDS Vs. THEIR PRICES”/LA NORIA OUTLET/CREATIVE CONCEPT 12. “HOLIDAYS? YOU WISH!”/VACACIÓMETRO/RODA GOLF & BEACH RESORT/MINIWEB 12

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and dreams come true. We’re talking about emotions. We´re talking about love. Intangibles impossible to copy by competitors which have nothing to do with the product itself or with communication, nor honesty, nor quality, nor reputation, nor identity or function, nor position... nor even with consumers. It’s a kind of level that is related to EXPERIENCES, to DIALOGUE, to CONFIDENCE, to PREFERENCE, to ASPIRATION, to PERSONALITY and EMOTION, to PRESENCE... and sure! they thought about PEOPLE! Respectively.

Could you give me some examples?

Sure... Apple does not sell MP3 players. Nike does not sell sneakers.

Starbucks does not sell coffee. Harley-Davidson does not sell motorbikes. Obama, when he came to power, was not a politician.

Wow! I think I already grasp it... How cool! How mysterious! How disturbing!

Exactly! All of them are brands that do not serve consumers, but fans. Music bands have fans, actors have fans, writers have fans...

And what about brands? A good creative must make this change of perspective: HE MUST THINK ABOUT FANS. I know that doesn´t come into it, but... have you ever been told you have a charming smile?

Nooooo! Don´t tell me these things. I’m terribly shy. I don´t like anybody to speak well of me. These are words that you should not use in my presence. (He blushes and looks away).

So... Do you want me to speak bad of you?

Yes, please. But... shh... don´t tell anyone.

COMPANIES

MET Murcia S.L. Production Manager. 05-07. (metmurcia.com) Portavoz Comunicaciones S.L. Copywriter. 08-09. (portavoz.net) La Diligencia Comunicación. Copywriter and Strategic Planner (ladiligencia.net). 09-11.

Caracanaia freelance. Creative/Copywriter. Present.

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front

back

13. “The end of the baguette never comes Joaquin’s home”/LA DILIGENCIA/STREET-TEASER 14. “What if we share it?”/LA DILIGENCIA/STREET-TEASER 15. “Raquel is here for Salva... and because the roasted octopus!”/LA DILIGENCIA/STREET-TEASER 16. “Here the ‘tea time’ is called the ‘small beer and tapa time’”/LA DILIGENCIA/STREET-TEASER 17. “Tell her with a cider. She probably doesn´t want diamonds”/LA DILIGENCIA/STREET-TEASER 18. “Forty minutes a day in this terrace and you get brown to summer”/LA DILIGENCIA/STREET-TEASER 19-20. Your business has a lot to tell, don´t you think?/LA DILIGENCIA/DIRECT MAIL TEASER RESOLUTION

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21. “I AM... the one who always says that I am going to hang out in a quiet manner and then I end up doing it up big! ENPASADENA.NET”/PASADENA BAR/360º CAMPAIGN/STREET POSTER 21.a. “I AM... the first one who try to get with the girl so that my friend end up flirting with her” 21.b. “I AM... the one who is always lost and appears just for the round of shots” 21.c. “I AM... the one who can´t keep quiet in the toilets queue” 21.d. “I AM... the one who has the stuck elbow on the bar and dances with a subtle movement of neck” 21.e. “I AM... the one who looks familiar to you but you don´t know why” 22-23. “I AM, I AM, I AM... Pasadena is back. The usual crowd is back and reopen in Murcia”/PASADENA BAR/360º CAMPAIGN/FACEBOOK 24. “I AM... the one who has just been introduced to you and can´t remember your name already”/PASADENA BAR/360º CAMPAIGN/POS-LABEL 25. “I AM... the one who has something very important to tell but first she goes to drink up”/PASADENA BAR/360º CAMPAIGN/POS-LABEL

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THE CONCEPT IS THE CONCEPT Talking about secrets ... do you keep one as writer?

It may sound pretentious, but when I write I try to feel as a rock-star.

It helps me to be sincere and radical, to use powerful phrases and develop texts that start strong and finish even stronger. It helps me to edit mercilessly. (Silence) ... And now I’m sorry, but I’m afraid I have to kill you... (laughs).

And where did you learn that?

It was my vocation for advertising... and well, I also acquired a few little secrets during my time in Barcelona.

Tell me about that time.

I took a course on Creative Writing by Complot, the prestigious school of creatives. For two months we did a lot of work on writing,

“When I write I try to feel as a rock-star. It helps me to be sincere and radical, to use powerful phrases and to edit mercilessly” 26

but all different in nature and given by different professionals. For example, Dimas Rodriguez (writer and TV-critic) encouraged us to write the script for a sitcom. Oscar D’Aniello (singer-songwriter of the indie band ‘Delafé and the blue flowers’) gave us the guidelines for writing and performing music for advertising. Rafa Soto (Herraiz Soto & Co’s Creative Director) convinced us to create a blog and use it as excuse to write and non stop writing. Carlos Gonzalez (Carlitos & Patricia’s Creative Director) challenged us to choose a word and create a world with it... and all under the baton of Dan Peisajovich, the principal and perhaps the most brilliant ‘conceptualizing’ publicist I ever met.

And in Barcelona. Where inspiration surely comes every thirty minutes, right?

Actually every 4 minutes.

What would you highlight from Complot?

That precisely, that a copywriter is, above all, a ‘conceptualizing’, a creative. And then the editor which looks up the word. Everytime he faces a campaign, he must reflect on the truth of the product, which is what the advertiser wants to communicate according to the briefing.

Then he must find the creative concept, which is what the agency chooses to communicate. And finally he has to define the idea, which is the final form of telling. So it is essential to avoid communicating the briefing as it is... do not talk over the values ​​of the brand but the attributes, and do it in subtle ways, without underestimating the target audience. So what a copywriter must to do is first think and then write... write as much as he could. Specially good stories.

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CNCPTS&WRDS 11 So the creative concept is one of the tasks of the copywriter?

Yes, and he should be able to explain it in one sentence.

Summarize everything you said until now in a sentence...

Nobody cares what you say unless it is related to him.

SHOOTS OF HAPPINESS

We’re talking at length and have not talked about your latest project...

La Diligencia! (The Stagecoach, The Diligence in English).

“A copywriter is, above all, a ‘conceptualizing’, a creative.

And then the editor which looks up the word” 28

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Exactly... How did it emerge?

La Diligencia emerged from the depths of the crisis as response to a personal concern... of three people. We put into practice all the knowhow which, due to imposed limitations, we had repressed in earlier stages.

Like what things?

Like having to adapt an idea to a predetermined distribution channel by the simple fact that this is more profitable for the agency, specially mass media. Doing that you are making two fatal errors: first, that probably these media are not adequate to reach your target audience, I mean, in a natural and empathetic way. And second, that this idea may not be appropriate for these media. In La Diligencia ideas had priority. And then we tried to get the best of each distribution channel.

We could say that ideas are the media.

Even if it is not so profitable?

Although it is not. In fact, in La Diligencia we liked to bet for special actions like street-marketing or social networks, which are aparently unprofitable. But if the communication objectives are achieved and you get the expected impact on the target audience, your client will be crazy about your work and agency. And that’s the real profitability.

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EDUCATION

Degree in Industrial Design/Engineering (etsii.upv.es) Senior Program in Advertising and Marketing Communications (aaap.org.ar) Creative Copywriting Course. Complot (tenemosunplan.com) Practitioner in Neurolinguistic Programming (NLP) (escueladepnl.com.ar) Course on Effective Communication (austral.edu.ar) Course on Creativity and ‘Antimarketing’ (artilaria.com.ar)

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‘Screenplay for the short story’ course (laboratoriodeartejoven.com)

26. “DON´T HIRE A WOMAN! We know that women receive lower wages than men, which reduces the cost of your company. However, do not forget that women have to stay at home, striving to create a nice and pleasant environment -By the Hoary and Past League of Employers of Murcia-/MURCIA WOMEN’S INSTITUTE/TEASER 27. “OBSOLETE SINCE 1978. Fortunately, years of equality between men and women at work is a reality thanks to common sense and spirit of progress. And thanks to parity job initiatives such as Equality Plans. Do not fall behind and implant your Plan in your company”/MURCIA WOMEN’S INSTITUTE/TEASER RESOLUTION 28-29. “H PPY CHRISTM S ND PROSPEROUS NEW YE R! Enjoy this Christmas without the A”/ARCAS FARMACY/ANTI-SWINE FLU GEL (“Gripe A” in Spanish) PACKAGING 30. “CLAT LAUNDRIES”/CLAT LAUNDRIES/DIRECT MARKETING (WHITE BOX WITH MAGNIFYING GLASS)

12 CNCPTS&WRDS Anything else you would identify La Diligencia with?

Of course. With John Wayne’s gun... loaded of love. I enjoy creating memorable brands through memorable messages. I repeat, it has to do with PASSION, with LOVE.We love to touch people’s hearts!

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OK, put a sock in it, will you?

It is just because I... Miss Dallas...

Our time is up Mr. Prior. I have to go. Have much luck.

I will walk you home. Then I can prepare an alphabet soup or something warm...

No, thank you.

You leave your Saccharin here!

For you.

“I will walk you home, Miss Dallas.

Then I can prepare an alphabet soup or something warm...”

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31. “What did you eat yesterday? ANTI-ROUTINE CUISINE”/EL GIRASOL VEGETARIAN RESTAURANT/TEASER 32. “And today, what are you going to eat? ANTI-ROUTINE CUISINE”/EL GIRASOL VEGETARIAN RESTAURANT/ TEASER RESOLUTION 33. “To open our eyes underwater we learnt in summer. OBSERVE. IT´S SUMMER”/MURCIA UNIVERSITY OF SEA 34. “To ride our bikes and to fall off them we learnt in summer. PLAY. IT´S SUMMER”/MURCIA UNIVERSITY OF SEA 35. “To create castles with a sand bucket we learnt in summer. CREATE. IT´S SUMMER”/MURCIA UNIVERSITY OF SEA

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PUBLICATIONS AND AWARDS

Final Project Paper Publication “Modelling of the different kinds of Hydraulic Crawler Excavator’s Mechanisms”. Fourth International Congress o f Chmielnicki.

University of Chmielnicki (Ukraine).

Short Story “Why do we not get wet?” Rendibú 2010 and published in La Verdad.

‘Estrellas del Marketing’ Awards (CMM):

Gold in Packaging. Advertiser: ARCAS Farmacy.

Bronze in Direct Marketing. Advertiser: CLAT Laundries.

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36. “Your neighbours whispering”/HERACLES GYM/360º CAMPAIGN/STREET-TEASER 37. “The endless mortgages”/HERACLES GYM/360º CAMPAIGN/STREET-TEASER 38. “People in a huff”/HERACLES GYM/360º CAMPAIGN/STREET-TEASER 39. “The road traffic noise”/HERACLES GYM/360º CAMPAIGN/STREET-TEASER 40. “Too tight for me”/HERACLES GYM/360º CAMPAIGN/STREET-TEASER 41. “The unfair fines”/HERACLES GYM/360º CAMPAIGN/STREET-TEASER 42-43. STRESS VS. HERACLES/HERACLES GYM/360º CAMPAIGN/OUTSIDE ADS 44. “Deposit your stress here”/HERACLES GYM/360º CAMPAIGN/POT-POS 45. “Good vibes are in the air”/HERACLES GYM/360º CAMPAIGN/VINYLS GYM 46. “Inhale, breathe, smile”/HERACLES GYM/360º CAMPAIGN/VINYLS GYM

Es posible regresar de Buenos Aires y seguir bailando el tango. Hace casi un año y medio que me despedí de la ciudad de la furia, de sus tardes con mate y del grito eterno en la Plaza de Mayo. Sería duro reanudar el día a día, y más aún temiendo perder el paso decidido y el sentido del ritmo, pero en ningún momento dejé de tararear la melodía. Un mes después y gracias a eso, encontré el curro que quería, un quinto piso en la calle Correos y una amiga, en cuya presencia firmé mi esperado día de la independencia. La pista de baile permanecía abierta hasta que salía el sol. No hubo día en el que dejase de sentir el profundo cosquilleo producido por un compás con forma de triángulo equilátero empeñado en alzarme hasta la cresta de la ola. Los ordenadores de la oficina creaban y creaban campañas publicitarias ganadoras bajo la batuta de iTunes y Antony & The Johnsons. Mi cuarto de baño celebraba baños con espuma, velas y viejos vinilos de Leonard Cohen. El tándem compuesto por su cintura y su cadera orquestaba un cha-cha-chá similar al chasqueo de las alas de una paloma en pleno vuelo. Justo antes de conseguir todo aquello, supe que era el momento de dejarse llevar… Faltaban apenas cinco minutos para comenzar la entrevista. Entré en aquellas oficinas naranjas algo inquieto, le expliqué a la chica de recepción a lo que venía y ella solita se encargó de aplacar mis nervios. Empleó la sonrisa y su naturalidad, además de indicarme dónde estaba el aseo. Allí dentro me refresqué las manos mirándome atentamente en el espejo. Mi reflejo, bastante más tranquilo que yo, me advirtió: Joaquín, es el momento de reanudar tu tango. ¡Baila! ¡Por el amor de Gardel! ¿Cómo? ¡Apenas hay espacio! Créalo. ¿Cómo? Estás aquí porque sabes crear. – Mi reflejo tenía razón, optaba por un puesto de creativo en una agencia publicitaria, se suponía que debía ser capaz de sorprender en el primer asalto-. ¿Y qué carajo creo? Tu escenario, una buena puesta en escena con luces y efectos, el mejor de tus ritmos y la mayor de tus sonrisas. ¡Ah! Y abróchate las cordoneras de tus Nike, no vayas a tropezar. Juro por Gardel que esa tarde le guiñé el ojo al espejo del cuarto de baño, me mordí los labios deseándome mucha mierda y salí a ganar. No tenía experiencia como publicista, ni siquiera era publicista (lo mío eran las bombas hidráulicas, las placas solares y la trigonometría) pero daba igual. Esa tarde tenía reservados sonidos y maravillas para deleitar los ojos y oídos de un público excepcional. De hecho, es para pensarlo fríamente: el profesional de turno que te cita para una entrevista desea escuchar lo mejor de ti, quiere disfrutar del encuentro y desea ser sorprendido gratuitamente. Además, posee la butaca nº 1 de toda la sala. Es más, de todos a los que invitaste con tu currículum, es el único que asistió a tu espectáculo. Sin duda, se merece lo mejor. Está bien Joaquín, ¿alguna pregunta? –Concluyó el Director Creativo, único y máximo responsable de la entrevista-. Sí. ¿Cuándo empezamos a trabajar? A ver... he de reconocer que, ni mi currículum, ni mi book, ni siquiera la propia entrevista fueron gran cosa. Sin embargo, mi ilusión por trabajar allí y mi abierta predisposición, habían sido impecables, al igual que el brillo verde-esperanza del piercing de mi nariz. Además… Resumen de una vida: todo es ponerse.

TODO ES PONERSE. ¿Acaso van a mentir los Celtas Cortos? Y no estamos a 20 de abril del 90. Así que conseguí el puesto y me puse a mil. También manos a la obra. Mi objetivo era darlo absolutamente todo, incluida mi arritmia provocada al trabajar con cuellos altos de camisas blancas y corbatas de nudos perfectos. Afortunadamente, también había gente de mi quinta dispuesta a escucharme durante los desayunos que, por cierto, tenían lugar en el bajo del mismo edificio. Supongo que forma parte de una segunda criba: dejarse caer bien siempre y cuando admitas las rajadas que tus compañeros confiesan sobre la agencia. Sus conversaciones matutinas estaban inspiradas en poner en duda la metodología llevada a cabo por la empresa que nos había contratado. Además recibía una gran dosis de respeto mientras asintiese como uno más. Y sinceramente, en aquel primer momento yo estaba por la labor profesional. Entre pitos y cuñas de radio, los meses pasaron de largo sin apenas reconocer mi entrega. En cualquier caso, yo permanecía sin horario fijo redactando slogans para marcas regionales y nacionales. Se trataba de encontrar frases provocadoras, innovadoras, dedicadas al beneficio del consumidor y, al mismo tiempo, que hiciesen sonreír a la mayor parte del personal ejecutivo de la agencia (masculino por unanimidad)… ¡Eureka! ¡Lo tengo!: “¡No contrate a una mujer!” ¡Esperad, dejad que me explique! Acompañado por la correspondiente imagen de campaña y custodiado por un adecuado bodycopy* , el slogan representaba todo un caramelo por chupar, un éxito mediático. De hecho, el anunciante apostó sin dudarlo por el mensaje y al poco ya figuraba en los principales diarios y emisoras de radio de la Región. En realidad se trataba de un suicidio políticamente correcto siempre y cuando fuese entrecomillado y posteriormente justificado. Y, por favor, que me perdone el género femenino aún indignado. La campaña pretendía poner ante el espejo a todos aquellos empresarios que todavía muestran síntomas de debilidad a la hora de confiar en una mujer, independientemente del cargo a ocupar, por muy alto que fuese. Y creedme, existen muchos apoderados así, aunque lo nieguen. Un mensaje realista, crudo, sarcástico y, al mismo tiempo, sensible.

Igualito que el susurro de la trompeta de Chet Baker. “Los clientes no son iguales, no valen lo mismo y no esperan ser tratados de la misma forma”. Era una de las máximas más repetidas por el Director Creativo. Y me gustaba la idea. Hablaba de desafíos, de saber componer distintas melodías según el oído receptor. Además, no bastaba con escoger la bocina adecuada, hacer sonar el anuncio en toda la calle y marcharse a casa a esperar resultados. La cosa consiste en observar con atención al público objetivo; escoger un buen violín, no necesariamente el más caro; afinarlo hasta la cuarta clavija; frotar sus cuerdas con el arco y con amor; y generar el vals más seductor sin dejar de tocar. Desde el inicio hasta el final de la campaña, debes continuar tocando.

Liderar, pero rectificando continuamente, dirigiendo a tu público hacia donde quiere ser llevado. Acompasar y cubrir las necesidades de la gente pensando a largo plazo. Eso es para mí la publicidad. Es el trabajo que quería, ya lo he dicho. Hace ya casi tres años que partí hacia Buenos Aires a rescatar mi lado más vivo y espontáneo. Si me llegan a decir que a la vuelta ocuparía un huequecito como el que conseguí, lo hubiese dudado a fondo. Jamás me gustó madrugar y ahora me levantaba con una sonrisa de los pies a la cabeza. El odioso y taladrante bip-bip del despertador se convirtió en la prometedora “Nada Más”, de Atahualpa Yupanqui, más que nada porque renové mi viejo reloj Casio por un móvil Nokia capaz de despertarte con tu canción favorita. ¿No es maravilloso? ¡Llegar al trabajo todas las mañanas taconeando con fuerza en cada rincón de la oficina! ¡Disfrutar de un Greatest Hits con los compañeros de departamento! ¡Marcarse una de Los Rolling frente a frente con tu jefe! ¡Y saber que es tu trabajo, el que tanta ilusión te hacía y ya, prácticamente, no te hace falta Nada Más! Me gusta tu piso. Gracias, es agradable. Pero sólo cabe una persona, o dos muy unidas. ¿Conoces a dos personas que estén muy unidas? Bonito diálogo para desvirgar un piso. Aunque ya había vivido solo en varias ocasiones, esta vez iba completamente en serio. Se trataba de sellar y cerrar la habitación que durante toda mi vida me acogió en casa de mis padres. Por supuesto que tiene su parte triste y melancólica, pero quizá celebraba más aquella clausura que la inauguración de un apartamento muy coqueto situado en el centro de Murcia. Fueron meses los que fui tras de él, de inmobiliaria en inmobiliaria, devanándome los sesos con variables como: Situación (Si es céntrico habrá problemas con el aparcamiento); Precio (Si es nuevo es más caro. Si es más amplio es más caro. Si está más céntrico es más caro); Plaza_de_garaje (Si tiene plaza de garaje es más caro. Si no tiene plaza de garaje no hace falta que sea céntrico. Si es céntrico y tiene plaza de garaje es mucho más caro. Si es caro es bueno y, que sea bueno, está bien). Tras hacer escala en todas las áreas postales de la ciudad, recordé que ni siquiera tenía coche. Sistema de ecuaciones resuelto: céntrico, bonito y barato. Diálog A: Adelante. Podéis dejar los abrigos en la percha de la entrada. Gracias Joaquín. Uhmm… ¡el piso está realmente bien!

Con su cocina abierta al salón, su balconcito… ¡Corcho! ¡Qué alto está esto! ¡Qué vértigo…! Sí, no necesito más. Y lo que más me gusta es su ubicación.

Estoy cerca de todo: del curro, del Rex, de Sto. Domingo y del chino de abajo. A ver… ¿podrías enseñarnos el resto? Claro que sí. Mirad, éste el cuarto de baño que uso yo, posiblemente porque es el único. ¡Jolines! ¡Está lleno de espejos! Te podrás ver desde todos los ángulos, ¿eh, pillín? Veo ángulos llenos de pelusillas de polvo. Tengo que darle un buen repaso a todo, perdonadme, está algo sucio. Y bueno, ¿éste será el dormitorio, no? Sí. Hay una cama que en ocasiones uso para dormir. Diálogo B: Adelante. Podéis lanzar los abrigos al sillón. Gracias Joaquín. ¡Uaaaauuuuu! ¡Qué pisazo chaval! Menudas fiestas se van a cocer aquí… ¡La barra de la cocina da al salón! Para tomarse los cubatas en ella como en “Abierto hasta el amanecer”. El balcón en plan terracita con su hamaca… ¡Corcho! ¡Qué alto está esto! ¡Estamos más cerca del Dios…! Sí, anoche hablé con él. Hemos quedado para tomar un helado el jueves en Sto. Domingo y ver una peli el viernes en el Rex. ¡Va, va, va, va, Joako! ¡Enséñanos el resto de la mansión! Como Ud. desee. Síganme… Miren, éste es el cuarto real de baño. Los espejos acaban de llegar de Bohemia y el mármol de la India. ¿Y ya no hay más baños? ¿Y si un día te vienen veinte doncellas de la Argentina? Compartir es de sabios, amigo mío. Ahora si me disculpáis, he de ir de caza. He visto pelotas de polvo cruzar el pasillo al galope. Espera, ¿y éste será el dormitorio real, verdad? Sí.Por ¡Vamos dormir!/ Bien, el Diálogo A tuvo lugar hace un mes y medio, cuando todavía no me MissaDallas Fotografías y maquetación de Caracanaia había traído la minicadena de casa de mis padres. El diálogo B es de la semana pasada y, durante esos minutos, sonaron obras de Franz Ferdinand, Chopin y Serge Gainsbourg. Y ya no relato más a cerca de mi piso porque no caben más palabras en él. ¡Vamos! ¿dónde? ¡Vamos!, después vemos dónde.

Y se agarraba de mis bolsillos traseros dejándose llevar por mi firme decisión. Además, ¿por qué no? ¿Por qué no acabar pintando corazones con rotulador rojo sobre su vientre? ¿Por qué no pasar una madrugada en comisaría denunciando el robo de nuestra bicicleta? ¿Por qué no destrozar castillos de arena,

All texts by Joaquin Prior (interview and copywriting of the work).

Design work by various graphic designers, photographs by Noemi Laguna and layout by Joaquin Prior.

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