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Company: Banco Provincia
    View Company Scorecard / Contact Company
Brand: Banco Provincia
Ad Title: Don Luis and Perla
Business Category: Financial Services
Media Outlets: Television
Country: Argentina
Region: Latin/South America
Agency: El Cielo Buenos Aires
Year: 2007
Target: Mainstream
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Theme(s)

GLBT Empowerment

Racial Diversity

Trans Beauty

GLBT Inclusion

Theme Breakdown

AdRespect Score: 
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A horse cart advances down a dusty street somewhere in Argentina. An old man, Don Luis, gets out of a car. An old woman remains in the front passenger seat. Don Luis and Perla approaches a slightly masculine-looking middle-aged woman, Perla, who is talking with a friend outside a shop.

PERLA: Don Luis. How strange to see you here. DON LUIS: I was wondering... When the bank gave you the loan to open the hair salon, did they ask for your national ID booklet? PERLA: Yes. DON LUIS: But your ID says you’re a man. PERLA: Yes. DON LUIS: And they gave it to you anyway. (PERLA nods.) That’s the same bank that gave me the loan for the car. PERLA: Hmmm. DON LUIS: That got me thinking, and made me want to come apologize for treating you so badly all this time. For not knowing how to treat you. Here. (He hands her a figurine of a ballerina.) I made it myself. PERLA: For me? DON LUIS: Forgive me. (They both smile.) PERLA: Thank you very much, Don Luis. DON LUIS: Goodbye.

(Perla and her friend smile as he walks back to the car. The old woman in the passenger seat smiles and waves to them. Perla blows a kiss and waves.)

Superimposed text: YOUR LIFE CHANGES WHEN THERE’S A BANK THAT DARES TO CHANGE.

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Ignacio Paredero Huerta , Salamanca, Spain
Se me caen las lagrimas al verlo. Tan, tan precioso. ¡Bravo!
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