Interactive ad: El Comercio: SAP

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The main mission of a good newspaper like El Comercio is to cut through the clatter to bring its readers the truth. We wanted to get across this very specific benefit in a TV commercial. To do so Circus Grey Peru took advantage of Second Audio Program (SAP), a technology that allows for television content to be broadcasted with two audio tracks. We used this feature to create an interactive piece with two alternate audio tracks where the viewer could discover the uncomfortable truth behind a politician's resignation at the touch of button. The ad was aired nationwide during the nightly news targeting all those younger, urban Peruvians who get most of their news online and are reticent to buy newspapers. The idea was to engage them with a technological feat, which would catch them off-guard in a traditional medium like TV.