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Are You a Selfish Son of a Binge?

Rodrigo Saavedra directs an all too familiar phenomenon in new Fox campaign from Ponce and Landia

Are You a Selfish Son of a Binge?

'Sons of a Binge' tells the story of people behaving in an appalling manner. Starting with a man who doesn’t move his legs off the table to let his wife pass, through to a not-so-nice lady who lets the delivery guy wait outside in the rain whilst she finishes watching an episode, to a plain cruel woman who doesn’t take her dog out for his evening walk in order to keep binge-watching.

Created by Ponce in partnership with Fox, the spots highlight how the content provided by Fox Premium is truly unmissable. Fox is launching in all of Latin America by premiering a variety of films which are not available in any other VOD services, as well as with the exclusive rights to ‘The Young Pope’ series, starring Jude Law.

Says Juampi Carrizo, ECD of Ponce, “We’ve all been there, in that state of sheer addiction to a series that makes everything else in the world seem secondary. Binge-watching is a real phenomenon. An amazing, incredible and somewhat scary experience, we wanted to showcase that in all its glory.”

According to Fox’s head of creative services André Takeda, “This is a big launch for us in Latin America. We have some unique content, and we know the level of content that our audience is used to. Audiences are becoming more and more sophisticated when it comes to narrative plots, so we wanted to communicate to them on this same level, all whilst catering to their love of dark humour and showing that we get their endless desire for quality content.”

The ad was directed by Rodrigo Saavedra out of Landia, who said, “This was one of those wonderfully rare opportunities to shoot an advert as if it were a super dark TV series, we really wanted the ad to be on the same level of production as some of the series offered on Fox Premium.“


Advertiser: Fox Premium

Creative Agency

Creative Agency: Ponce

Production Company

Production Company: Landia

Director: Rodrigo Saaverdra

Category: Publications and media , Tv and radio

Genre: Apps , Comedy