This is Our Fault

"Sorry to be late" Innovative Advertising Campaign for a Fashion Brand in Spain


Gustavo Crespo

Jara Dominguez



While searching for insights about the English, we went through the usual ones, such as being punctual. The key was to use this in a different way. We realized that wherever we took the brand, we were 25 years late. This idea allowed us to talk about the bad taste in fashion before Ted arrival. Finally, we made use of the fact that everybody has a picture of themselves which they are ashamed of, to claim that it was Ted’s fault for being late. For us, the message had that humorous tone the brand asked for.


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