Don’t be a Summer hater

South American home electronics brand BGH and agency partner Del Campo Nazca Saatchi & Saatchi have taken a lot of strange approaches to promoting the client’s air conditioners, but its latest spot might be its most controversial yet. Shot by Fallon London CD-turned director Juan Cabral, the commercial combines the cinematic with the psychopathic to remind consumers why they should be grateful their BGH ACs work so well.

Slow motion, cinematic shots abound of people sweltering in the summer, while a voiceover that reminds us of Hannibal Lecter bemoans how the season brings out the most disgusting attributes of humanity, from armpits to unattractive “exhibitionists.” It’s a little macabre for an appliance company, but emblematic of what we’ve come to expect from this most unusual of clients.

The brand’s previous exploits include an in-store installation that measured customers’ noses, to determine if they were big enough to qualify for a discount to the brand’s air-purifying machines, while the most recent campaign, shot in black and white, stripped hirsute, portly papas down to their skivviesto show why BGH ACs were a necessity in every family home.