We're talking about the BGH Silent Air campaign called "Padres en slip"—literally, "Dads in underwear." It launched in Argentina in 2011 for BGH air conditioners. The campaign was created by the Del Campo Nazca Saatchi & Saatchi agency in Buenos Aires, and produced by Primo with directors Nico & Martín. The tagline was very straightforward: "Dress them with BGH Silent Air."
The insight there is almost ingeniously mundane: the heat comes—and fathers appear at home in the bare minimum of fabric. Not because it's an aesthetic event, but because they're simply terribly hot. The advertising was built precisely on this seasonal family horror: summer, home, dad in his underwear, everyone suffering. The solution is an air conditioner that cools quickly and doesn't turn the apartment into a haven of awkwardness.
The campaign consisted of several commercials, including "Padres en slip," "Amigos," and "Señal." Adlatina specifically noted that the commercials were shot entirely in black and white and aired nationwide for two months.
Why this case is still remembered: Air conditioner ads usually die somewhere between the words "BTU," "inverter," and "energy efficiency." But here, the brand took a dull category and inserted a human, humble, and highly recognizable insight into it. Later, at Adlatina, the agency's managing director openly stated that the idea capitalized on the essence of the category—"cooling quickly and well"—while also injecting emotion and creativity into a product niche where that rarely happens.
And this wasn't just a festival prank for creatives. According to BGH and the agency, the goal was to preemptively enter the hot season, when November, December, and January account for approximately 60% of the category's annual sales. During these months, the brand managed to gain approximately 3 points in market share and effectively cement its category leadership for the year. The campaign won gold at Effie Argentina 2012 and later made it into international lists of the year's strongest creative works.
In short, the formula was brutally simple:
not "we have a good air condition
In this video, you’ll meet the sea lions at Moscow Zoo aquarium — and trust me, they’re not just animals, they’re настоящие артисты.
These guys are smart, curious, and clearly enjoy being the center of attention. From funny reactions to smooth underwater moves, they know exactly how to entertain a crowd.
What’s inside the video:
— Sea lions swimming and playing underwater
— Close-up moments in the aquarium
— Funny behavior and unexpected reactions
— Real atmosphere from Moscow Zoo
Sea lions are known for their intelligence and personality — and here you can see it up close. Sometimes it feels like they’re watching you more than you’re watching them.
Filmed at Moscow Zoo, one of the oldest zoos in Europe.
Have you ever seen sea lions this close?
Or maybe visited Moscow Zoo yourself? Share your experience in the comments.
Axe surprised everyone in 2014 with an ad that looked nothing like its usual campaigns.
Released around Super Bowl XLVIII, the campaign, called “Call to Arms"
For a brand known for cheeky, over-the-top ads, this was a completely different approach, trying to turn a product launch into a message about peace.
A deodorant brand talking about world peace wasn’t something anyone expected… but that’s exactly why people watched, shared, and debated it. What do you think, was this a meaningful message or just brilliant marketing?
Здесь не ты ищешь животных, а они решают, покажутся тебе или нет.
В этом путешествии я ушёл вглубь джунглей в поисках эндемичных обезьян — тех, кого не встретишь больше нигде в мире. Орангутаны, носачи, гиббоны — каждый со своим характером, территорией и повадками. Где-то приходилось ждать часами в тишине, где-то — идти через влажные тропы под постоянный шум леса.
Этот клип — не про «посмотрел и ушёл». Это про наблюдение, терпение и редкие моменты, когда дикая природа позволяет быть рядом.
Борнео не развлекает. Он проверяет. И иногда — вознаграждает.
They decide whether you get to see them.
This journey took me deep into the jungle, tracking endemic primates you won’t encounter anywhere else. Orangutans, proboscis monkeys, gibbons — each with their own behavior, territory, and rhythm. Hours of silence, влажные тропы, постоянный шум леса — и редкие моменты, когда что-то действительно происходит.
This clip isn’t about “seeing wildlife.” It’s about patience, observation, and those brief windows when nature lets you in.
Borneo doesn’t entertain. It tests you. And sometimes — it rewards you.
Social advertising about the dangers of smoking