There Is No Hidden Catch in Mercado Play's TV Launch

argentinacine and Gut Buenos Aires present the new campaign by Martin Holzman and Juan Piczman for Mercado Play.

‘Free, Free’ is the campaign created by Gut Buenos Aires to announce that Mercado Play can now be watched on television and is completely free. Produced by argentinacine and directed by Martín Holzman and Juan Piczman, the campaign is available on television, digital platforms, cinema, radio, and outdoor advertising in Argentina, Uruguay, Mexico, Chile, and Brazil.

Gut and Mercado Libre, for their streaming platform Mercado Play, created a simple concept aimed at demonstrating that Mercado Play, which is now available on television, is truly free.

They explain from the agency, “When something is free, there’s almost always a catch: a hidden condition, a partial benefit, a promotion with fine print. The campaign from Gut starts from this insight to develop a series of commercials that, in just a few seconds, reflect that suspicion we all have. But Mercado Play is the exception: the streaming platform of Mercado Libre is now also available on TVs and remains 100% free, with no catches.”