Mares tales of washed-up business men

Created by Buenos Aires agency Selva for Mala Fama’s beer Mares, this clever campaign comprises two films that use subtle metaphor to illustrate the need for environmental concern over the operations of big business.

In Tangled a group of marine conservationists find a body lying on the beach tangled up in plastic fishing nets. After a moving interlude in which they revive him and gently detangle him from the net, the besuited human ungratefully hops up and returns to his CEO duties, which are doubtless profit-motivated rather than planet-friendly. 

In Oiled a similarly odious twat in pinstripe and bling is washed and cared for before rudely returning to his fossil-fuel burning sports car. 

Helmed by new directing collective Welcome_Luciano Podcaminsky through Metanoia, both ads end with sobering taglines that suggest we should turn our attentions to nurturing nature rather than planet-screwing CEOs.

Mares limited-edition beer is donating 100 percent of its profits to ocean protection.