La verdadera historia del melenudo de Pelopantene

Por: | 16 de septiembre de 2010


Es la comidilla del día en internet. Un melenudo va ganando el concurso Pelopantene, que se desarrolla on line y que habitualmente ganan sílfides de largos cabellos. El intruso participa con un vídeo de YouTube donde ondea su melena con tanta gracia que por primera vez comunidades tan dispares como Menéame, Forocoches o Foros ACB.com se han unido para votarlo en masa. Lleva más de 11.000 votos, mientras su seguidora más cercana no llega a los 900.

Su éxito ha sido tal que Pantene se ha visto obligado a improvisar una respuesta y hoy a última hora de la tarde ha tirado por la calle de enmedio, a lo Esperanza Aguirre: ha descalificado al melenudo y ha creado un concurso paralelo para chicos "No queremos dejar fuera a Raúl Cirujano como el 1º en reinvindicar su participación en el concurso y al que otros han seguido. Por ello Raúl te haremos llegar nuestra colección Repara y Protege para que puedas seguir manteniendo la ilusión de ser un chico Pantene y participes en el concurso para chicos con todas tus posibilidades a partir del lunes 20", dice la compañía en su Facebook.

El caso recuerda tanto al de John Cobra, llevado a Eurovisión por Forocoches.com, que los foreros más suspicaces enseguida empezaron a googlear al melenudo, llamado Raúl Cirujano. Y han encontrado que trabaja en una agencia de publicidad bastante guerrillera llamada La Despensa. En un caso normal la historia se detendría aquí, y pensaríamos que ha sido la propia agencia de Pantene la que ha colado al melenudo para crear un viral y autopromocionarse. Pero resulta que La Despensa no tiene nada que ver con Pantene ni con su agencia de publicidad.

La chica que coge el teléfono en La Despensa se muere de risa cuando le pregunto por Raúl. Se nota que en la oficina hay cachondeo. [De hecho, es el tema del día en todas las agencias de la capital]. Pillo al creativo liado antes de una entrega. Dice que tienen hoy tanto curro que ya disfrutarán del momento de fama mañana. Niega que la acción haya sido un boicot o que se estén aprovechando de otra agencia para promocionarse, y dice que el vídeo fue espontáneo. "Todo nació como una broma interna", explica. "Como has podido oir, aquí nos lo pasamos bien, y en un momento tonto grabamos esto". "Curramos a lo bestia y a veces nos desmelenamos". 

Así que cogieron una cámara de la empresa y sus compañeros y él grabaron el vídeo. Su planteamiento era que todos estos concursos son iguales y que deberían ser abiertos a todo el mundo. Pero claro, jugaban con ventaja sobre todos los demás: "Es nuestro curro. Convencer al cliente de lo que es viral y de lo que no". La clave, según ellos, es un mensaje sencillo y divertido. El viral funcionó. Raúl explica que en La Despensa a veces crean campañas sólo por "hacer el bien, como un ejemplo de comunicación", como cuando lanzaron el viral para comprar el primer anuncio de 2009 o la lucha de los Reyes Magos contra Papá Noel. ¿Le habrá gustado el acto de bondad a Pantene? "A ellos les interesa, antes tenían el concurso muerto", dice el publicitario

En unas horas, además de la fama y un lote de productos, ha conseguido incluso correos de apoyo y el mensaje de alguna participante preguntándole por la compra de votos. La cosa, reconoce, "se ha desmadrado un poco". Aunque no le acaba de convencer la decisión de Pantene de "trasladarlo" a un concurso paralelo ("Si es el pelo lo que se valora debería ser un concurso mixto"), reconoce que la respuesta de la empresa ha sido buena. "Estoy contento, por lo menos han reaccionado y el próximo que quiera montar un concurso tan soso se lo pensará". En caso de expulsión, tenía pensado raparse el pelo como efectista acto de protesta. Esta noche lo meditará.

Hay 66 Comentarios

Me ha encantado el articulo.

http://www.ebuala.es/

Muy bueno!

No hay que tomarse las cosas tan mal, veo mucho mal rollo por aquí, al fin y al cabo el melenudo tampoco es culpable de la viralidad. Más humor y menos malos humos.

Muy bueno.

http://thankium.com/

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