5IF NEW MEXICO ADVERTISING FEDERATION 1SFTFOUT
5IF NEW MEXICO ADVERTISING FEDERATION 1SFTFOUT
1
2
Lucha technique
Lucha technique
these classic Luchador holds WILL TURN YOU INTO AN AWARD winning CreativITo
these classic Luchador holds WILL TURN YOU INTO AN AWARD winning CreativITo
$PMMFDU"MM'JWF
$PMMFDU"MM'JWF
2
1
AQUEBRADORA
INVERTIDA
²#BDLCSFBLFS³
pulpo
²0DUPQVT³
Useful when a strategy-obsessed, big-picture-challenged
Applied only after Perfectionistica marketing director,
agency account director tries hooking their tentacles into
has made the 48th set of bruising revisions to layouts,
every aspect of the work. In some cases, the media buyer may
copy, logos and anything else that can possibly be
joins forces in attempt to choke the life out of an idea that
"simply can’t be executed on the budget we have." #2 hinders
said parties from getting a leg (or more) up on the creative
director, to the point of asphyxiation when necessary.
changed. At which point, client is inverted, cracked and
thrown to the floor, where Accounts Receivable steps in
with its own persuasive techniques. #1 is also popular
among art directors whose copywriters request "just one
more change."
5IF NEW MEXICO ADVERTISING FEDERATION 1SFTFOUT
5IF NEW MEXICO ADVERTISING FEDERATION 1SFTFOUT
3
4
Lucha technique
Lucha technique
these classic Luchador holds WILL TURN YOU INTO AN AWARD winning CreativITo
these classic Luchador holds WILL TURN YOU INTO AN AWARD winning CreativITo
$PMMFDU"MM'JWF
$PMMFDU"MM'JWF
3
4
SALTO DESDE LA
TERCERA CUERDA
²5PQUVSOCVDLMFGMZJOHKVNQ³
Tijeras
²4DJTTPST³
This move efficiently conveys the
client’s wish that the agency’s lazy,
Applied in cases where a client’s meddling spouse has
washed-up creative director should
attempted to cut, mutilate or otherwise interfere
take a flying leap, preferably into a
with the creative team’s effort by appearing on the
vat of boiling tortilla chip oil, or some reasonable facsimile
scene in El Dreaded Eleventh Hour. This technique may
thereof. Frequently #3 brings joy and relief to an overworked,
also be administered to an agency owner’s spouse
underpaid creative team whose portfolios have suffered
with equal effectiveness.
starvation and neglect.
5IF NEW MEXICO ADVERTISING FEDERATION 1SFTFOUT
5
Lucha technique
these classic Luchador holds WILL TURN YOU INTO AN AWARD winning CreativITo
$PMMFDU"MM'JWF
5
EL DESENMASCARAR
²5IFVONBTLJOH³
As is the case with lethargic creatives or hypocritical
clients, the surest way to dishonor a luchador is by
removing his or her sacred mask. Talk about losing face.
Happily, with the Addy Awards, unmasking the victors (Los
Pantalones Fantasia) exposes them to full recognition
and proper hero worship.