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Rupert Runewitsch

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rupert.runewitsch@leoburnett.com

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Martin Fierro Awards Leo Burnett Argentina 'Best TV Campaign of the Year'

It’s 2012 and Leo Burnett Argentina has been recognized for the first time in its history with the “Martín Fierro,” an award given by Argentinian TV critics to the ‘Best TV Campaign of the Year.’

“Great Scott! What year is this?” It’s 2012 and Leo Burnett Argentina has been recognized for the first time in its history with the “Martín Fierro,” an award given by Argentinian TV critics to the ‘Best TV Campaign of the Year.’ The lucky prize went to LB Argentina’s “Back to the Future” campaign for leading electronics store Garbarino.

The retail giant became the subject of an intense national conversation when amateur video footage appeared online of Doc Brown, the infamous inventor from the ‘Back to the Future’ movie franchise, crashing his Delorean time machine into a Garbarino storefront. After a few days of rampant speculation on the internet and widespread circulation of the footage, Doc Brown gave a press conference in which he apologized to Garbarino for any damage he may have caused, and volunteered to be the new face of Garbarino Electronics to compensate the company for his actions. Thus the inventor from the future became the popular spokesperson for Argentina’s largest retail electronics chain, and generated massive new interest in the store and its high tech products.

Naturally, the campaign recently earned an 8-ball at Tokyo’s GPC. Fun fact: it was the campaign that won the creative pitch for Garbarino’s business.