Title	COMMERIALS FOR ADVERTISING
Brand	HUNGARIAN ADVERTISING ASSOCIATION (MAKSZ)
Product/Service	HUNGARIAN ADVERTISING
Category	A01. Use of Screens
Entrant Company	WELL ADVERTISING AGENCY Budapest, HUNGARY
Advertising Agency	WELL ADVERTISING AGENCY Budapest, HUNGARY
Production Company	MTM-SBS ZRT (TV2) Budapest, HUNGARY

Name	Company	Position
László Hevesi	Well Advertising Agency	Director Of Creative Strategy
Kornél Brassai	Well Advertising Agency	Creative Director
Attila Zöld	Well Advertising Agency	Copywriter
Babett Vasvári	Well Advertising Agency	Copywriter

Brief Explanation

The taxation on advertising was increased significantly in Hungary by the government. This pushed advertising and media companies into an impossible financial situation. The usual public opinion was that "at least there will be less commercial breaks in the television", so their favourite programs won't be disturbed anymore. We needed to gain sympathy for commercials and our fight against the governments decision, changing the public opinion about commercials: they are not simply bringing info about products and services, but also financing more entertaining and interesting programs. Without them the programs would be poorer or they should pay for them.

Results and Effectiveness

After the communication we had the chance to talk about the subject in different media, talk with the target group about the benefits of adverting beyond the usual subjects, and we gained sympathy for the commercials. People understood, that it's not a disturbing and useless, totally unnecessary something, but this is actually a good deal for them: they watch commercials, which can be even entertaining, and in change they can receive more entertaining programs without paying for them. The result: partly because of the changed public opinion the government cancelled the incredible taxation and started a conversation with the parties concerned.

Creative Execution

We did not want to create something artificial, or fake, so we co-operated with the crew of TV2 to reproduce their own programs, in their own studios, with their own characters. The production was done by the TV channel based on the scripts and ideas of our agency. So, instead of the usual tv spots viewers had the chance to see and experience in real time how the reduced advertising could change their favourite tv programs.

Insights, Strategy and the Idea

The target audience is the whole population of Hungary watching television. Their relationship with commercials was very neutral: we don't need them, they are just disturbing my TV experience. So, we selected the biggest Hungarian TV channel's most popular night programs for this campaign: Weather Forecast, News, and one of the most watched Hungarian soap opera.