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You can find the current article at its original source at http://www.guardian.co.uk/world/2013/jan/21/brazilian-designer-revenge-thieves-advert
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| Version 2 | Version 3 |
|---|---|
| Brazilian designer takes revenge on thieves by putting them in advert | Brazilian designer takes revenge on thieves by putting them in advert |
| (10 days later) | |
| Call it ambush advertising, creative revenge or gangsta-style marketing – a Brazilian fashion designer has launched a commercial featuring CCTV footage of his shop being robbed by a gang of thieves. | Call it ambush advertising, creative revenge or gangsta-style marketing – a Brazilian fashion designer has launched a commercial featuring CCTV footage of his shop being robbed by a gang of thieves. |
| The YouTube advert for the Reserva label features accelerated clips from a smash-and-grab raid in São Paulo last month, overlaid with thrashing guitar and drums, and captions about the store's January sale. | The YouTube advert for the Reserva label features accelerated clips from a smash-and-grab raid in São Paulo last month, overlaid with thrashing guitar and drums, and captions about the store's January sale. |
| "It's not necessary to break the window. Just come in! Inventory clearance: up to 40% off." So read the opening lines, followed by footage of the shop window being shattered by a brick and masked thieves pushing over a mannequin and stripping the shop of its merchandise. | "It's not necessary to break the window. Just come in! Inventory clearance: up to 40% off." So read the opening lines, followed by footage of the shop window being shattered by a brick and masked thieves pushing over a mannequin and stripping the shop of its merchandise. |
| As the robbers make off with the goods, bold red lettering is superimposed on the black and white images to describe – and advertise – the items being taken: "Jeans, Bermudas, polo shirts, tops." | As the robbers make off with the goods, bold red lettering is superimposed on the black and white images to describe – and advertise – the items being taken: "Jeans, Bermudas, polo shirts, tops." |
| The gang flees after emptying most of the racks in less than a minute. As the thieves drive off, the caption declares: "Hurry! Why are people doing such crazy stuff for Reserva?" | The gang flees after emptying most of the racks in less than a minute. As the thieves drive off, the caption declares: "Hurry! Why are people doing such crazy stuff for Reserva?" |
| The CCTV camera indicates the crime took place early in the morning on 6 December. The owner of the store, Rony Meisler, told O Globo newspaper it was the second time in less than a month that his outlet had been robbed, probably by the same gang. Police have yet to apprehend a suspect, despite the face of one of the thieves being clearly visible. | The CCTV camera indicates the crime took place early in the morning on 6 December. The owner of the store, Rony Meisler, told O Globo newspaper it was the second time in less than a month that his outlet had been robbed, probably by the same gang. Police have yet to apprehend a suspect, despite the face of one of the thieves being clearly visible. |
| Meisler described his marketing campaign as a form of smart revenge. "They stole my clothes and we stole their image," he told the paper. "Complaining gets you nowhere, business is about doing things. Rather than suck lemons, it is better to make lemonade with them." | Meisler described his marketing campaign as a form of smart revenge. "They stole my clothes and we stole their image," he told the paper. "Complaining gets you nowhere, business is about doing things. Rather than suck lemons, it is better to make lemonade with them." |
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