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Brazilian Retailer Uses Real Robbery Footage in Their Ads

Brazilian menswear retailer Reserva used this footage of a store robbery in Sao Paulo, Brazil to show that shoppers will to go to extremes to get their hands on Reserva clothing. With taglines like “There’s no need to break the store window. Just go in! Reserva sale: Up to 40% off” and “Hurry up! Because there are people doing crazy things for Reserva!”, what message is Rony Meisler, founder and creative director of the clothing store chain, sending to people?

Does it make a joke out of burglary? Or is he just making lemonade out of lemons, as he claimed when he dubbed the spot “Limonada”? Give us your opinion! Is this ad smart or foolish?


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