Water in Majorca

A girl is trying to learn "street cred". So she goes to the School of Street Credibility to learn how to say “The rain in Spain falls mainly in the plane”.  

That was the original version of this 1985 Heineken ad created by Lowe Howard-Spink agency.

The ad was actually a twist on the famous ‘My Fair Lady’ scene in which Eliza Doolittle tries again and again to say: “The rain in Spain falls mainly in the plane”.  

But there was a problem. 48 hours before the shoot, the estate of George Bernard Shaw says to the guys at LH-S: "No, you can't use those lyrics."

Then, LH-S co-founder Alfredo Marcantonio, says: "Look, I used to win poetry prizes at school by taking famous poems and just changing the words, changing the meaning of them."

So Alfredo came up with a similar alternative: “The water in Majorca don’t taste like what it oughta”.

"The Water in Majorca" ended becoming one of the most famous Heineken ads of all time.

All thanks to a problem.

And real creativity. Which isn't at all about winning awards, but about solving a problem in an unexpected way.

P.S. This piece was originally posted in my Nishi weekly newsletter where I share colorful thoughts on copywriting + loads of helpful resources and interesting stories. Subscribe to my newsletter here.

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