De anuncio a serie de televisión: La adaptación de Ted Lasso
DOI:
https://doi.org/10.26441/RC25.2-2026-4526Palabras clave:
adaptación, series de televisión, publicidad, guion, desarrollo de personajes, Ted LassoResumen
Objetivo. La adaptación de historias, práctica habitual desde los orígenes de la civilización, es cada vez más prevalente en la cultura mediática contemporánea. Sin embargo, formas de adaptación menos habituales, como las series de televisión basadas en campañas publicitarias, permanecen en gran medida inexploradas. Este artículo ofrece un enfoque interdisciplinar para abordar este fenómeno, combinando las perspectivas de los estudios sobre adaptación, publicidad, televisión y guion audiovisual. Metodología. Para comprender las complejidades de este proceso de adaptación, se ha seleccionado un caso de estudio: Ted Lasso (2020–presente), serie basada en una campaña de marketing que incluía los cortometrajes de marca An American Coach in London (2013) y The Return of Coach Lasso (2014). El caso se examina mediante un análisis textual comparativo centrado en dos categorías derivadas de la práctica del guion: la premisa y el desarrollo de personajes. Resultados. Los hallazgos revelan que, condicionados por una extensión más limitada, los personajes de campañas publicitarias deben ser fácil y rápidamente reconocibles, basados en rasgos arquetípicos distintivos. En cambio, las narrativas de ficción seriada proporcionan más tiempo para desarrollar personajes, sus arcos y sus conflictos, lo que necesariamente requiere una caracterización más compleja, así como un tapiz más amplio de tramas. Aportes originales. Esta investigación aporta conocimientos clave sobre un tipo de adaptación sin explorar, cubriendo una laguna en la disciplina de los adaptation studies. El artículo también identifica otras adaptaciones preexistentes basadas en anuncios, arrojando luz sobre algunos rasgos de estos productos culturales y abriendo vías prometedoras para futuras investigaciones.
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