Argentine sports legends Manu Ginóbili and Paula “Peque” Pareto have teamed up for a captivating new advertising campaign that’s turning heads across the nation. The innovative initiative showcases these two remarkable athletes swapping roles, delivering a powerful message about versatility and overcoming challenges both in sports and daily life.
The campaign, developed by La Segunda Seguros (The Second Insurance), builds on the company’s previous successful ads featuring the duo. This time, however, they’ve taken it to the next level. Ginóbili, renowned for his prowess on the basketball court and charismatic personality, ventures into the world of judo. Meanwhile, Pareto, an Olympic gold medalist in judo from the 2016 Rio Games and an icon of women’s sports in Argentina, tries her hand at basketball.
With a humorous tone, the advertisement aims to convey a clear message: with an insurer like La Segunda, when you trust, you can surely succeed. The creative team at Coco Company, led by Alejandro Viggiano, developed the campaign, which was produced by Virgen Films under the direction of Diego Peskins, in collaboration with La Segunda Seguros’ Marketing and Communication department.
Viggiano explained that the campaign focuses on the resilient aspects of individuals that drive them to challenge themselves and their surroundings, overcoming adversities. “If you trust, you can surely succeed,” he emphasized, describing the message as hopeful in a country full of challenges.
Diego Peskins of Virgen Films highlighted the remarkable on-screen chemistry between Ginóbili and Pareto, noting that their differences and similarities make for compelling viewing. He added that while the previous ad focused on comparison, this one centers on stepping into each other’s shoes.
José Novo, Marketing and Communication Manager at La Segunda Seguros, stressed the importance of confidence and knowing that one has support when facing new challenges. “That’s what La Segunda Seguros provides, and it’s the message we want to reinforce with this new advertisement,” he stated.
The campaign comes as La Segunda Seguros celebrates its 91st year in the insurance sector. With a refreshed, clearer, and more approachable image, the company continues to grow in the market, focusing on innovation and sustainability.
As Ginóbili attempts judo moves and Pareto tries her hand at basketball, viewers are treated to a delightful display of sportsmanship and humor. The ad not only entertains but also drives home the message that with the right support and confidence, one can tackle any challenge, no matter how unfamiliar or daunting it may seem.
