América Televisión: Federico's Sweater

AmericaTV had the opportunity to make a different Christmas greeting that will be truly close to people. Ironically the TV Brand that had the most popular shows, was not a close one to the viewers.

IDEA
We are always talking about how important it is to give but never how important it is to receive. On December 2, Federico Salazar, the most respected journalist of Peruvian TV, replaced his usual suit by a very colourful sweater. Immediately, the media and social media were flooded by mocks.

Two days later we launched our Christmas spot with Federico himself telling that the sweater he wore was a gift from his mother-in-law that he had never worn or thanked as he should, with this message:

"The important value behind a gift is not only the love which it is given, but also the love with which it is received."