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With the progressive unveiling of the ad, we notice that the telephone icon tells us that the number 193 is in reference to a telephone system, so it reduces the polysemy of the number.
The elements in the third image may be complete (we know that it is an ad for Heinz Hot sauce) but do not explain clearly the significance of 193.
By searching in international telephone numbers, we discovered that 193 is the number of fire brigade in Brazil. So this ad uses the number as a sign to target geographically Brazil.
Heinz Hot ketchup
Leo Burnett Portugal
Creative Director: Alexandre Okada
Copywriter: Miguel Gonçalves Brito
Art Director: Tico Moraes
Heinz: since 1869
Advertising Agency: Leo Burnett
M C
Editor in Chief Mehdi Chourou
