Carrefour Spain is countering rival supermarket chain Mercadona’s low prices by advertising its own price cuts with playful humor.
TV commercials present faux consumer associations that defend their right to buy cheaper products in times of crisis—in this spot, see the A.M.T.E.T.C.Q.C.R.M.N.S.V.E.S.G. (which translates as association of women who with the crisis want to take care of their clothes to keep being elegant and feel beautiful).
The companion Web site, diosloscriaellossejuntan.org (roughly, “birds of a feather flock together”), allows visitors to create their own tongue-in-cheek groups, such as A.M.C.G.V.A.N.P.R.H.C.G.C.F. (association of big-bottomed women who with the summer approaching don’t intend to give up ice cream as they know a big butt is a happy butt) or A.D.P.Q.E.S.U.R.L.L.P.L.M.Y.L. (association of people who always begin a new habit by Monday morning and drop it by Monday evening).