Parents on spot in Mexico piracy ads

Ads dramatize kids disillusioned with mom and dad

If you want to stop piracy, give parents a guilt trip.

That’s the strategy of Mexico film industry org Canacine, which on May 19 will launch its second salvo of antipiracy spots.

Ads dramatize kids disillusioned with their parents or, worse, the insidious effect on kids’ values caused by pops who purchase pirated DVDs.

In one of the two new spots, two kids conclude they have “pirate parents” and turn off a poor-quality toon copy. In the other, a tween tells his mom he will just buy a “pirate” copy of his exam, like she buys pirated films.

Spot ends: “Pirate movies look bad. But you as a parent look even worse. What are you teaching your kids?”

Canacine head Miguel Angel Davila, also CEO of exhib Cinemex, said the spots impressed execs from other countries at the last ShowEast convention.

Campaign was designed by Euro RSCG Beker and produced by POP Films with director Michel Franco.

Canacine sold the rights to the scripts for a nominal fee to the MPA so producers in other countries can make local versions.

Canacine received nearly $10 million in ad time for the first round of spots last year in theaters, in print and on TV and radio. Distribs negotiated time for spots with TV, radio and print giant Televisa as part of their ad purchases.

Mexico is considered the third biggest market for pirated goods in the world. Canacine estimates that local industry loses $320 million in sales from piracy per year.

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