New York-based ad agency True North Inc. has launched its first TV spot in Mexico for client Adlens, marketers of adjustable focus eyewear. To enhance authenticity, the agency shot the ad in Monterrey, Mexico, casting locals (most with no acting experience), and working without a script. The agency tapped Aurora Guerrero, an award-winning Mexican-American director, to shoot the ad, which can be seen here
. The result, the agency believes, is work that is uniquely Mexican , and which captures cultural phrases and mannerisms that could not have been scripted.