In the absence of fiction, do Martín Fierros make the best performances in advertising?

It is not new, of course, the appeal of advertisers that they seek their best promotion in well-known personalities. Just look back and rediscover the beautiful face of Graciela Borges, in the black and white of the 60s, using the Lux soap, what, according to their slogan, they used “Nine stars out of ten”.

or remember to do it Susana Gimenez sealing his “shock” in the old and unforgettable Cadum commercial. There were always artists in the tandas, from time to time and in shorts that felt more cinematic than television. But the exception has become the rule. And, now, given the lack of national fiction, the actors have boarded the lifesaving raft of advertising.

More than one programmer would like to have that handful of names in the credits of their fiction … just in case there were fictions. But since that’s not exactly the case, the actors took refuge in the cuts, what a paradox.

With which, if anyone wants to see one of the most emblematic couples of the soap operas of the 90s and 2000s, such as Facundo Arana and Natalia Oreiro in Angry doll or You are my lifethey have to stand in front of the television at the time of the lottery, the one in which before, more than one took the opportunity to go to the bathroom. They are not together, but they are on TV.

Can’t stand pretense anymore?

Much of the audiovisual industry blames the pandemic. But the truth is that several sectors have managed to recover, little by little, from the devastation caused by the coronavirus at all levels. Others pay for the gap between open TV and streaming, because on the platforms there was the rest to mix, give again and bet on the Argentine series. Obviously, they don’t manage the same budgets.

Others say so it is cheaper to put Turkish or Brazilian canshow well they behave for Telefe (in fact Monday arrives Genesis and escape the fugitive). Usually they get on the podium of the most followed of the day.

What will become of the life of that cry of Maria Valenzuela when 20 years ago he patented the historian “Bear the pretense, damn “what then echoed in other voices and in how many award ceremonies there were since? He was born in “We are actors, we want to act”?

Speaking of prizes, then, a humble suggestion for the members of APTRA, in front of the Martín Fierro of 2023. Of course, there is still time for Argentine production houses to have a rematch on one of the seven air channels and get to the next ceremony with a chance to win the statuette.

Currently, They may already be thinking of brand new triplesas one for Best Actor in Medical Advertising: It would be difficult at the time of the vote, with Arana and her bone and joint supplement, Adrián Suar and Guillermo Francella with their respective painkillers.

Another fight would be Best performance in a beverage ad: Juan Minujin Y Natalie Perez with beer and Natalia Oreiro with its herbal preparation.

Surely they would save by the end of the evening, due to the competition, that of Best Female Performance in a Shampoo Commercial: Lali Esposito, juliet diazstill Oreiro, sabrina garciarena Y Giustina Bust.

They would also come with a chance to win prizes in other advertising areas Chinese darino and its probiotic dairy product, Violetta Urtizberea and its solution for vaginal problems, Marcela Kloosterboer with its regenerating cream, Adriana Salgueiro and the sale of jewelry (which would be another hard-fought category, populated by strong names) e Lizy Tagliani and its “more yield” for cooking.

Another one that would have the option of being a statuette is Breastplate Menahem in The best voiceover in supermarket advertising.

And there would be no doubt, surely, that the Prize for the trajectory in the lot it would be for Gonzalo Suarez for his ongoing work on a banking campaign: since 2009 he has given birth to the long-suffering Marcos, while his teammates have changed in these 13 years of history.

There are so many names to keep putting together the shortlists and there will be someone who, reading this, says “he forgot to put CAE in the supermarket” or Iván de Pineda and Dolores Barreiro. But this list, this time, It’s about the actors, those beings necessary for the entertainment and enjoyment of others.

For a few years, many of them they seek them out by reinventing themselves as reality show presenters, speakers or jurieslike Lali in Argentina or La Voz Olmi boy in The exact time. Not bad, neither that nor the notice. All decent work is celebrated, forever. But it would be great if, on top of that, Argentine fiction returned to the small screen. For their sake, for ours and for the entire industry.

And the gold goes to …

The desire, after all, is that Martín Fierro next year has many names to award in the traditional lists of main actors, supporting actors, directors, screenwriters, producers …

In the meantime, and just in case, let’s think which they paint as candidates for gold for his work in the tanda, the one that previously appeared in the APTRA list only in the category of announcement (later they added the institutional post). Times have changed and the cut already deserves the marquee. or French poster.