Low budget productions wrapped around concise ideas are at the core of some of Mexico's most recent memorable spots.

"Boy" for Sealy Mattress out of Leo Burnett Mexico and directed by Simon Bross (of Garcia Bross) recently picked up a Silver Lion at Cannes and was simple as simple could be; one mattress had a boy jumping up and down in typical kid fashion. But, the moment that he jumps onto a Sealy he is fast asleep.

Other prominent Mexican production companies, such as La Fabrica, report the same trend. The strength of the peso, the worsening global economy and shrinking budgets have meant that agencies are looking for production solutions for less money. La Fabrica managing director Cesar Ahumada points to the Burger King work his company has produced for Lowe Lintas over the last several years (directed by Joe Solis, Pierre Tatarka and Luciana Jauffred), with budgets ranging from $15,000 US to $25,000 US. Despite limited resources, spots like Solis' "Lindo Pescadito" are hilarious. The spot is a single shot of a hungry young man and his grandmother observing a goldfish through an aquarium; when granny turns her back, the man grabs and swallows the fish in one move (there are alternatives if one is hungry and without coin).

"Also, there are agencies that do this in order to get around client restrictions. They take small creative ideas and persuade production companies to do them with the allusion they'll be able to sell it to the clients," says Ahumada. "Everyone is willing to shoot a good idea in spite of the money. In many cases we invest time, favors and work in order to get those kinds of pieces for our reel."

Webfiles:
La Fabrica> http://www.lafabrica.com