Mercado Ads Showcases the 'Fear of Missing Audience' in New Commercial Starring Patrick J. McGinnis

FOMA: The Fear of Missing Audience is the concept that is haunting CMOs and marketing leaders today as they seek the best reach. This was the triggering idea that inspired Fran Colombatti for the new Mercado Ads commercial, a production by LANDIA presented by the agency GUT.

To reach the most influential marketers in the region, the decision was made to seek out the marketing expert who knows the subject best: Patrick J. McGinnis. He is the creator of the FOMO (Fear of Missing Out) concept, which has not only been added to the dictionary but is also used by millions of people around the world.

”Patrick McGinnis, the creator of FOMA and the protagonist of the spot, is not an actor, so we didn't know what the outcome would be. But he nailed it! It was a pleasant surprise to see how naturally he performed in front of the camera. He brought great ideas to the table and helped us set the tone," said Fran.

At Mercado Ads, the goal was to highlight one of the main concerns on the current agenda of CMOs, which is to find the right audience. Therefore, the challenge was to come up with a concept that could describe this issue in one word. Inspired by Patrick's concept, FOMA effectively concentrates on this theme and helps to generate awareness. It also offers possible ways to solve this problem through the valuable data that only Mercado Libre possesses.

"We aimed to create a mysterious thriller-like mood in a corporate environment, with some twists of humour. So Adam McKay was a big inspiration, along with some elements of 'Succession' and 'The Big Short'," Fran remarked.

Patrick is the protagonist of the film, acting as an observer in the marketers' offices. These professionals are shown concerned about reaching key metrics, such as campaign ROI, and face the challenge of not losing sight of the user journey. Thanks to Mercado Ads, marketing leaders will have access to Mercado Libre's first-party data, providing a solution to FOMA.

Finally, alongside Patrick, Landia managed to find our audience.