I will never forgive you
Pasapalabra
, I will never forgive you.
Allow me to paraphrase Cayetana Álvarez de Toledo and her historic moment with Manuela Carmena and the Cavalcade of the Magi.
The moment lived yesterday afternoon is worth it.
It could have been a glorious day in
Pasapalabra
,
Pablo Díaz
could have taken the boat, but no, he didn't.
Hannon
, a Carthaginian general who fought in the Punic Wars, was to blame, or was he?
Yes,
Hannón
was to blame for Pablo Díaz not taking the 1,294,000 euros that the
Pasapalabra
pot accumulated
But who was to blame for keeping half of Spain in front of the television waiting for something that did not happen?
Who played with the illusions of the spectators?
Who made believe that yesterday was the day, that, finally, after 172 programs
Pablo Díaz
completed
El Rosco
?
Well, on the one hand, the desire that we have for him to take it away and, on the other, an advertising campaign, which was out of hand.
Why
Pasapalabra
, why?
About two weeks ago,
Antena 3
launched a
Pasapalabra
"promo"
that triggered audience alerts.
The promo was very simple, like the end of a trailer in which Pablo was seen surrounded by his
Rosco
, a
lonely
H
among 24 correct words, and a
trembling and tearful
Pablo Díaz
who put his hands to his head and smiled, while In the background you could only hear the sobs of
Pablo Díaz
covered by the applause and the cheers of the public.
The first clip of this advertisement ended with a phrase "very soon", on Wednesday, the "very soon" was changed to "tomorrow", and on Thursday to "this afternoon".
It seemed like the countdown of a time bomb, and like a time bomb everything exploded into the air.
At no time did said promo say anything that
Pablo Díaz
was going to take
El Rosco
.
It was a very well put together promo and with a very clear intention, that we believe that it was the afternoon, that it was going to take it away or generate the necessary doubts so that when the day came we would all stand motionless in front of the television it was not going to be the day.
Pasapalabra
had achieved
Fernando Simón's
dream
, to fulfill the
curfew
.
I know that the thing is not to make thanks, but let's laugh, why else what is left for us?
Since that day that
Pasapalabra
and
Antena 3
launched said advertising, there has not been a day that my mobile phone did not receive a message from family and friends in which they asked me, "Do you know when they take it?", "Let me know when is the day? "
Yesterday morning the message was only one: "Today he takes it!".
No, the advertising campaign did not say at any time that he was going to take it, but it did play with the desire that the audience has for the boat and, especially, with the desire that the audience has that
Pablo Díaz
takes it
.
The capital anger of the audience with Pasapalabra
That cry, that H, that trembling, those applause, those cheers led to the same place, the
Pasapalabra
boat
.
In fact, it was not the first time that
Pablo Díaz
stayed one word away from completing the
Pasapalabra
boat
, but it was the first time that
Antena 3
mounted such a display to promote that he was one word from
El Rosco
and the boat .
What did they want to promote, the exciting moment that
Pablo Díaz
was going to live in
Pasapalabra
?
Well, I'm telling you that behind everything, that was the intention and the objective.
"What has been intended with this promotion is to turn a moment as exciting as the one that was lived on the set into something special. It was about making something special that was very special in the program," they explain from
Antena 3
.
I know that it is difficult to understand, very difficult to understand because it was not just the promo putting the candy on the tip of the tongue, it was everything that made a ball become the big squad.
If
Antena 3
had done a promo two days before the day came, even if it had been the same promo, I am convinced that many of us would not have fallen into the trap.
We would have been closer to thinking that he might not take it than to think that he was going to take it.
If
Antena 3
had not given promotion at the time in its news programs, on social networks, etc., the ball would have remained only a ball.
The problem is that, in addition to the promo playing with the possibility that it could be taken away,
Antena 3
alone made that, as the days went by, the expectation, hope and desire were greater and greater.
"We have been deceived", "they have ripped us off", "an infidelity hurts less than what
happened to us
this afternoon
Pasapalabra
", "disappointment", "bastards", "shame", "what a trolling they just did to us" .. . I could fill pages and pages of reaction from viewers after no
Rosco
of
Pablo Diaz
.
The effect they were looking for turned into such a disappointment that the day El Rosco really takes it (because it will end up taking it) no one will believe them.
Antena 3 has turned
Pasapalabra
into the Pedro in the story of
Pedro y el lobo
.
Because yes, of course they got everyone to be aware of the special moment that
Pablo Díaz
lived
with
Hannón
and with that damn H, but at what cost?
I have a hard time understanding such awkward marketing.
Yes, it cannot be denied that the emotion that the program experienced yesterday afternoon was incredible, that seeing
Pablo Díaz
in that state, believing that he was going to take
El Rosco
has been one of the most incredible moments experienced in the 202
Pasapalabra
programs
on
Antena 3
, that there is no doubt that the moment deserved not to pass without pain or glory, but I do not believe that anyone from marketing was not clear that such an advertisement people would not think that what was not they were wanting to announce is that
Pablo Díaz
was taking the boat.
In fact, whoever could think of it shouldn't be defenestrated, you have to applaud him because if he hadn't done a promo like that, no one would have been with his heart pounding and immobilized in front of the television waiting to see what happened.
They achieved what they wanted to make the audience believe that it was the day for the audience to see how
Pablo Díaz
lived what will probably be his most exciting moment in
Pasapalabra
.
It's just that I'm convinced that not even when the boat is actually taken away will you experience such a moment.
Or is it that perhaps -
Pasapalabra
is a program recorded several weeks in advance-
Pablo Díaz has
already taken it and
Antena 3
knows that the day he took it there was not so much emotion.
Why Pasapalabra, why?
I am also convinced that having dined in this way a
failed
Rosco
does not respond to an attempt to increase audiences.
It would be very stupid to think that some thinking mind in
Antena 3
said 'we are going to make a promo that is misleading and thus we break the audimeters'.
For one simple reason, the glory of one day may be the failure of the next.
Also,
Pasapalabra
doesn't need promos like this to increase its audience.
Pasapalabra
is right now and for months the most watched on television.
They bust the audiences every afternoon, they bust the competition every evening.
They don't need this to boost ratings, they don't need to cheat so the show has more viewers.
Of course they will have set a historical audience record, but
Antena 3's
intentions
, as they have explained to me, never had that goal.
The objective was that in the week that
Pablo Díaz
became the contestant with the most programs behind him in
Pasapalabra, to
pay tribute to him by promoting and giving hype to a moment that for him was and will always be a unique moment in the history of his passage by the program.
The problem is not having carried out such a campaign, the problem is having primed it as it was primed.
What need was there for hype and saucer advertising?
What need was there for even
Sandra Golpe to
dedicate the end of her newscasts to promoting what was going to happen that afternoon in
Pasapalabra
?
What need was there to be advertising it for more than two weeks?
None.
Of course,
Pablo Díaz
deserves that
Pasapalabra
dedicate a promo of the moment he lived yesterday because it probably would not be repeated.
And, of course,
Pasapalabra
had every right in the world to play with the expectations and doubts of the spectators.
But what is not acceptable is to feed the hopes and to feed the expectations of something that was not going to happen.
It is true that nobody loses more than them.
In the end, yesterday's program was impressive and made us enjoy an incredible television moment, but I understand the anger of the audience because in the end they played with their illusions, and that does not do.
All those grandparents, all those followers sitting in the armchairs of their houses with their hearts in their fists, ready to get up from their seats when
Roberto Leal
said "correct", and who were left with the honey on their lips, with a disappointment of here I wait for you.
I will never forgive you
Pasapalabra
, I will never forgive you.
They didn't fool anyone, that's true, but they did take advantage of what they knew people would believe and they did it by inflating a promotion that, as incredible as the moment was, they knew would lead to confusion.
What will be the thing that
Pablo Díaz
posted a video as soon as he finished the program explaining what happened.
How will it be that
Jordi Évole
, guest of El Hormiguero last night, made
Pablo Motos
call
Pablo Díaz
live
and dedicate more than 10 minutes of the program to an interview with the contestant.
Come on, as if
El Rosco
had really won
.
Now everyone knows who
Pablo Díaz is
, now everyone knows that he is on the verge of taking
El Rosco
, now everyone wants to see when he takes it.
Simply, those of marketing, some cracks.
Pablo Díaz
could only thank the program and the audience for their expressions of affection and support.
He gave the appropriate explanations as to why he thought he had the word in question and why he failed.
What else is he going to say when they have made him the protagonist of the afternoon and night for not having taken the boat?
This can only be done by a very thoughtful, well thought out and well aware campaign that was going to be involved.
I don't know if they wanted him to get involved because of what was messed up at the end, but that they knew this was going to happen I have no doubt.
In addition, they played with an advantage.
Antena 3
knows that
Pasapalabra's
audience
is very faithful and that the program will continue to be the most watched contest, whether they screw it up or not.
So why not?
Better to sin by excess than by default, they must have thought.
We only have one consolation and that is to know that the next time they do a promo like the one this week will be because
Pablo Díaz
finally takes the boat.
Or maybe not.
Maybe they promote the most exciting moment lived in
Pasapalabra
, but do not promote the day
El Rosco takes home
.
And then that day even
Hannon himself
will rise from his grave
, if he didn't already yesterday.
According to the criteria of The Trust Project
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