BANCO BAMERINDUS | THE FRUSTRATED MAN | 1976
In 1976, a Brazilian Bank Portrayed "The Frustrated Man" / BANCO BAMERINDUS "THE FRUSTRATED MAN"
It's 1976. Brazil's Banco Bamerindus put out a film called "THE FRUSTRATED MAN." Just that title alone makes you feel like something's about to happen.
The problem
Banco Bamerindus was a financial institution founded in 1929 by Avelino Antônio Vieira in Tomazina, an inland town in the state of Paraná. It took its current name in 1971, and from the '70s into the '80s it grew rapidly into one of South America's leading financial institutions. Alongside its support for culture, sports, and education, the bank was also known for putting real effort into its advertising.
The idea
The lead role was played by actress Irene Ravache. Her performance was so highly praised that the film won Brazilian advertising's second Cannes Gold Lion. It was made by Washington Olivetto, who was still a young creative at the time. Because he was working at DPZ, the agency handling Banco Itaú, he couldn't put his real name on work for competitor Bamerindus, which a friend had asked him to do. So he borrowed the first name "George" from actor George Hamilton, and for his surname used "Remington"—a brand that rivaled the typewriter maker Olivetti, whose name sounded similar to his own surname "Olivetto." The film was credited to this invented name, "George Remington." It was directed by his friend, the director Andres Bukowinski, and produced by ABA Filmes.
What happened
Records show the film won a GOLD award.
Afterthought
The 1970s were a time when Bamerindus was growing into one of South America's largest financial institutions. What it had to say through the theme of "frustration," and what the film actually looked like, we honestly don't know. But if the title has caught your interest, it's worth looking up. Somewhere in 1976 Brazil, there should be a trace of someone trying to say something.
Awards
- Cannes Lions Gold 1976
