CAMPAIGN INTERNATIONAL: WHAT’S HOT IN SPAIN

Spanish advertising has achieved recognition for its short, simple, punchy ads, known as ’Spanish style’.This has now died out of boredom and necessity and we are trying instead to find formulas that combine small formats, reduced budgets and great ideas.

Spanish advertising has achieved recognition for its short, simple,

punchy ads, known as ’Spanish style’.This has now died out of boredom

and necessity and we are trying instead to find formulas that combine

small formats, reduced budgets and great ideas.



Here are three attempts to find my three favourite Spanish ads: To

understand the brilliance of the first, a campaign by Tiempo BBDO in

Madrid, we have to go back in history. Around 25 years ago, when Spain

had only one TV channel, a short feature film was made that deeply moved

the nation. A man entered a telephone box to make a call and became

trapped inside.



Nobody helped him. Finally, a truck carried him off - still inside the

phone box - to a depot where he joined others suffering the same

nightmare.



This Kafkaesque fable was etched on the subconscious of Spaniards with

an intensity that was only realised 25 years later when the same man

appeared on TV, older and still trapped inside the telephone box in the

middle of a lunar landscape. Luckily, the anguish is short-lived. The

door opens and we can breathe again.



It was the perfect metaphor to announce the arrival of Retevision, the

country’s second telephone company, and the end of the state

monopoly.



Its endline,’Finally there’s someone at the other end’, culminates one

of Spain’s commercials of the year.



Second attempt: A Scalectrix track. Two cars are running along the same

track in eternal pursuit. This is one of ten imaginative commercials

BDDP Mancebo Kaye created for +Musica, a channel that wants to compete

with MTV. The lack of budget has generated fresh, cheeky, original work.

A egg being fried until it burns, for example, signals that if you hate

90 per cent of the programming, the channel will be happy. A baseball

bat destroying a television, a housewife on a rooftop hanging out

laundry bearing graffiti ... simple and hard-hitting. Today’s version of

’Spanish style’.



Third attempt: Years ago, Remo Asatsu created a brilliant concept for

the 4x4 Mitsubishi off-roader: ’Where a Montero goes, nobody has gone

before.’ After dozens of executions, there’s now a new angle: ’Where a

Montero goes, you won’t be seen by anybody.’ The highest praise I can

give this campaign is that it doesn’t seem Spanish, starting with Xavier

Guardan’s excellent photography.



And that’s it. Luckily Campaign requested only three examples.



It would have been hard to find a fourth.



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