This Ad’s Epic Search for Habitable Planets Reminds Us What We Take for Granted – Adweek

This story is part of a week-long series on climate change and sustainability. It’s in partnership with Covering Climate Now, a global journalism initiative to cover climate change in the week leading up to the U.N. Summit on climate change in New York on Sept. 23. Click here to learn more about the initiative and read all of Adweek’s coverage on how sustainability and marketing intersect. In the 2014 film Interstellar, we watch as Matthew McConaughey’s character explore the galaxy in search of a new home for humanity as our planet becomes dangerously inhospitable. With so much happening in the film, one aspect is easy to overlook: that finding Earth-like conditions is incredibly hard outside of Earth.A new ad from agency Gut’s Buenos Aires office distills that daunting realization into a compact metaphor. We watch as an astronaut visits multiple planets, finding each less habitable than the one before.There is one glorious, bountiful exception, but unfortunately it’s one that might not be available to us for long:The spot is for the popular Latin American ecommerce and auction platform Mercado Libre, which is promoting its new section dedicated to sustainable products.“At Mercado Libre, we believe that the best is coming, and for that to happen, we must also make our contribution and act responsibly,” said Louise McKerrow, branding director of Mercado Libre. “Granting a proper and relevant space to those who market sustainable products in the region is a reflection of our commitment to the development and future of the planet. This is one of the initiatives that we will promote from the new positioning of the brand on the 20th anniversary of the company. The next steps will follow this direction in order to help improve people’s quality of life.”The work comes at a time of substantial growth for Gut, which has repeatedly poached high-profile talent from agency network David—two of whose co-founders, Anselmo Ramos and Gaston Bigio, launched Gut.CREDITS:Client: Mercado LibreAgency: Gut Buenos AiresGeneral Creative Direction: Ramiro Rodriguez Gamallo and Matias LafallaGroup Account Director: Agustina GaravillaAccount Director: Candela CamachoProduction Manager: Vera NesisCreative Director: Nicolás DeferrariCreative Director: Juan GutierrezEditor: Alejandro RattenbachArt Director: Emiliano CortezChief Intelligence Officer: Christian PierreProduction Company: AgostoDirector: Nacho GayanExecutive Producer: Toni Moreno / Luli KrämerProducer: Laia BarotMusic: Circle of Sound L.A.Postproduction House: Glassworks BCN.


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