“Joel’s Tálqui Show” commercial for Head & Shoulders
Joel Santana is a Brazilian football coach and former player. In addition to his merits on and off the field, he became notorious for his poor English language skills, after a video of a post-match interview given during the 2009 FIFA Confederations Cup went viral.
Santana embraced and monetized this deficiency as the protagonist of TV commercials for Pepsi and Procter & Gamble. Shown here is one clip from a series for Head & Shoulders shampoo. It features Santana as the host of a “Tálqui Show”, Pelé as his special guest, and Ed Interlock as the font in use.
Ed Interlock (House Industries, 2004) is a revision of Ed Benguiat’s 1960s Newlock for the digital age, drawn by Ken Barber with advanced OpenType code by Tal Leming. It’s used for the clip titles, but also for a light bulb sign and the lettering on the studio band’s bass drum.
The clip was conceived by agency Africa, produced by Delibistrot Films, and directed by Amilcar Oliveira. There are at least two more clips in the series.
