5 Minutes with… Pedro Americo
Originally from the bustling and bright city of Rio de Janeiro, Brazil, Pedro Americo has had an interest in the creative arts since a young age. Introduced to the industry by his art teacher, some formative moments include the emergence of MTV Brazil and videos from the directors Michel Gondry, Jonathan Glazer and Spike Jonze.
It was in 2007 that Pedro moved away from his native to Europe, where he’s been working ever since. Across both Romania and his current home of Germany, he’s created work for Mercedes-Benz, Volkswagen, BMW, O2, Ikea, Coca-Cola, L’Oreal, Colgate, the WWF and Xbox, to name but a few. Across these campaigns, he’s received awards from various award shows and has even sat on the juries of Cannes Lions, Eurobest, D&AD New Blood, and more.
Now, as the executive creative director at McCann Germany, he’s taken the time to not only learn German but understand the nuances of the market more deeply, to better connect with the audience. Picking up languages as he travels, he’s also picked up what matters when creating an ad: “Be real. Be truthful to brand values but speak to the consumer on an eye-to-eye level,” he explains.
To hear more about his journey, his very own comic book character, ‘Flick’, and his Jedi ability to open doors, Pedro speaks to LBB’s Nisna Mahtani.
LBB> When did you first hear of the industry, and when did you know you wanted to be a part of it? What was the pathway that got you into your first role?
Pedro> I first heard of the industry in a more tangible way through an art teacher when I was in high school. Even though advertising is a big part of pop culture in Brazil, I never thought I could study it or get a job in advertising. My art teacher was the one who introduced me to art direction and got me interested.
LBB> Were there any pieces of creative work - movies, TV shows or ad campaigns - which you resonated with early on and can you share them?
Pedro> A pivotal moment for me was the start of MTV in Brazil. I was only 11 when it came to Brazil. But, I was already in a serious relationship with music. Videoclips were a true lesson of storytelling, combined with music and the latest motion/direction trends. Music videos were the beginning for various prestigious directors, like Michel Gondry, Jonathan Glazer and Spike Jonze – to name a few.
I grew up in a period where advertising in Brazil used to be a jingle machine. Some of the jingles were sung at carnivals and also in football stadiums. And they were iconic. My favourite one back then was created for a soda brand called Guaraná Antarctica. The ad was called ‘Popcorn with Guarana’. Curious fact: the jingle was actually sung by a famous actress called Lucinha Lins.
From the international campaigns, one of my all-time favs is ‘Real Man of Genius’. The number of ads and radio spots are insane, and they are so much fun. I remember listening to them so often I could remember them by heart.
LBB> You’re from Rio de Janeiro but now work between Romania, the UK and Germany. What has this experience taught you about international creativity?
Pedro> Creativity for me is directly related to the baggage you carry in life - all experiences, good or bad. All the stories you experience, or hear on crazy evenings at a pub with strangers, or at a dinner table with the family from your new friends in a different country. If the world is our source of inspiration, collecting experience is our main ammunition.
The great thing about great stories is, they don’t have borders. It is always up to the way you tell them, and to whom you tell, that makes them relevant. So, be open minded to whatever comes to you. Be ready to embrace any kind of challenge. And whatever you do, or whoever you meet on your way, be sure you are 100% true to yourself. Living abroad, being able to learn about these cultures in person, and meeting people from all over the globe changed my life completely.
LBB> Over the years, you’ve learned to speak Portuguese, English, German, Spanish and Romanian, to varying levels. Why was it important for you to gain insight into these languages and what are some of the surprising lessons you’ve learnt through it?
Pedro> I always liked to learn different languages. I think this came together with my passion and curiosity for music (and films, too). I wanted to know what they were actually talking about. When you are in a country that doesn’t speak your language, well, you should at least try to learn it. And live it. Because most of the cultural insights and language nuances you will learn only when you speak to people. What surprised me, and made me open my mind even more, was the fact that German is indeed a beautiful and rich language. Even if many people say the opposite (especially Latin-speaking people), the more you learn, the more you realise where the beauty lies.
LBB> As executive creative director at McCann Germany, what are some of the nuances you’ve learnt about the German market and how has your global experience helped you adapt?
Pedro> For me, I do believe the nuances are in the way people relate/consume advertising. It’s important to learn to respect the regional truths and cultural differences. This is crucial. But we live in a global world and the digital world has dropped down international borders, and international creatives like me and a bunch of talented people I met working in Germany, the UK and Romania, have the advantage of adding our special flavour to the culture. And Germans appreciate it.
LBB> Are there any recent projects which you’ve been involved in that you’re particularly proud of and can you share a little more about them?
Pedro> There are two projects from McCann that I am really proud to be part of, in two very different scales but equally exciting. One is a real-time content produced for WWF right after the rebrand of Twitter, now X, was launched. We called it ‘The X-tinction Timeline’. We used the ‘death’ of the blue bird as a pamphlet for animal protection. The reaction was crazy worldwide. It ended up on the biggest media outlets around the world, reposted like mad. It became the most successful post ever by WWF.
The second one is a project that I was lucky to be able to collaborate, which is a massive partnership between McCann Paris, McCann Germany and Weber Schandwik. The organ donors tattoo, #optink. A tattoo that is a conversation starter about a theme that is not spoken enough in Germany. Even if most Germans are in favour of donating their organs, only 0.001% end up donating since it’s up to the family to decide. And not knowing what you actually wish is a big part of the issue. Since the launch, the subject has been picked up by media throughout Germany until today, and even became a topic on the TV Show ‘Who wants to be a millionaire' at RTL. You can still get your tattoo for free in any of the partners studios. You can find them at https://junge-helden.org/optink. Get your tattoo! Get inked, give life.
LBB> You’ve also mentioned your deep passion for music, writing it and playing different instruments. When did you first get into this and how has it evolved into you being part of different bands?
Pedro> I started playing music when I was 11. I bought an acoustic guitar from a shop close to my place that had been in the window shop since forever. It was a bit broken, with no strings, but I could afford it. Since then, I taught myself how to play guitar. But I really started to evolve musically when I started playing with different people in bands. My first presentation was a short three-gig presentation in my school with three other friends, and my first real gig was a school competition where I played with my ska band called Churros.
Since the age of 16, I’ve played in bands and only stopped a bit before the pandemic hit us. Music has always played a massive part in my life, and was even a massive factor in my education, being part of the punk scene. Developing a refined critical sense and learning there are different ways you can express yourself. Also, learning that you don’t have to be the most virtuoso to make the best music.
LBB> Some of the brands you’ve worked with include Mercedes, Opel, BMW, o2, and L’Oreal. In your opinion, what’s the key to creating work that makes a brand shine?
Pedro> Be real. Be truthful to brand values, but speak to the consumer on an eye-to-eye level. Tell them stories that make sense to them. Don’t lie, don’t exaggerate. Don’t try to fool anyone.
LBB> Being experienced within the industry, you’ve also sat on many juries over the years. What have you learnt from the judging process and how does it make you approach creative work differently?
Pedro> Juries are the best workshops there are. I love sitting in juries because you are not only accompanied by great talented people, but you get the chance to understand their mindset. People think differently, they interpret things differently, too. You have a chance to debate the ultimate creative work with creative talents from all over the world. Those lessons are priceless.
LBB> Aside from music and learning languages, what are your hobbies when you aren’t at your desk?
Pedro> Lately, all my free time is dedicated to the best things that happened in my life: my two kids. And even if they are still really small, they are starting to enjoy some of my hobbies like drawing. And I know you already mentioned music, but I love to share musical moments with them, too.
I am a big fan of MamaRu and everything she does. So you can always catch me watching anything RuPaul-related in my free time. I am also a big Star Wars fan.
LBB> Can you share a surprising fact that people may not know about you?
Pedro> When I was 10, I used to draw my own comic book with a character called Flick. I developed a couple of numbers and copies at art classes in school. I drew a couple of colleagues who were in my class in the story so I could use my comics to trade for imported comic books with these same friends – they loved the fact they were in the story. That way I could also read the ones I couldn’t afford. And still, up to today, I pretend I am a Jedi and I am using the force to open automatic doors. I can’t avoid it.
