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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.
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