TV network Comedy Central has launched an irreverent new ad, inventing a Latin American sleeping sport called 'The Siesta World Cup'.
The documentary-style spot transforms the nation's napping tradition into a fictional annual sporting event in Sao Paulo.
Attracting a host of international self-proclaimed sleeping experts, the contestants compete in several tasks testing their siesta skills. Falling asleep instantly, napping to loud music and staying on a moving donkey are some of the skills required to take the crown.
Zhou Sheng Situ, dubbed a three-time runner up, says: "They train so hard. They sleep with such determination".
The spot aims to parallel the light-hearted spirit of the nation and it's ability to see such traditions in jest, with that of the channel's comedic offerings. It was designed to launch the network in Brazil.
The ad closes with the tag line "Finally a TV Channel as serious as we are”, and was created by Weiden+ Kennedy Sao Paulo.
Weiden + Kennedy executive creative director Guillermo Vega said in a statement: “The idea is simple: make TV viewers laugh and remind them how good it feels to watch Comedy Central shows, which are 100% humor".
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