More than an advertisement, the Cruzcampo’s latest spot It is quite a hobby due to the amount of details and references that we can find in it. The most obvious thing is that magical fusion between the ‘gypsy’ doll on the televisionawakened by Lola Flores, and Camarón de la Isla.
The flamenco genius is resurrected by the Ogilvy advertising agency to offer us an unreleased song, The Field Crossin which he covered a bulería to give love to the Andalusian beer brand par excellence.
That is the central part of the narrative, or ‘fable’, as the creatives have called it, but the references to Camarón, other artists or the “cameo” of a multitude of Andalusian creators is omnipresent in the two-minute duration. , from the clip, shot in 35 mm film format. To begin with, the staging is inspired by the theatrical cycloramas, the costumes and the camera movements of the deceased director Carlos Saura.
The most obvious reference for fans of Camarón de la Isla is the image on the cover of The Legend of Time, the most awarded album by the singer from San Fernando (Cádiz), an image that is intertwined with that of the protagonist of the advertisement. A few seconds before, clapping hands already identify Camarón, with his tattoo of the star and the moon. A few seconds later, the ‘gypsy’, played by the actress and singer Carmen Avilés, crosses paths with Martirio herself at the moment in which she undertakes her journey towards self-affirmation.
In addition to that almost mystical moment, which has surely given more than one goosebumps, the film delves into Andalusian popular culture, present in every frame, such as the one dedicated to the Sevillanas singer El Pali or the rocker Silvio.
The dance that accompanies the bulería is the work of Triana Ramosthe choreographer of ‘Motomami World Tour’ Rosaliaand the music is provided by the band Derby Motoreta’s Burrito Kachimba, who have adapted their song ‘Gitana’ for the spot, adding new textures and with a special arrangement to match Camarón’s original voice.
By the way, the campaign began before its premiere this past Sunday, with the installation of a giant doll in the Plaza de Callao, in Madrid.
The spot ends in a choral way with the participation of many new faces who touch the roots to do different things. Crying George has created the tattoo that Gitana has on her arm, clothes from the designer and artisan behind KM22, Sara Gómez, hang from the ropes of the houses; the Sevillian musician and producer of Senegalese descent Black Jari appears among the crowd of young people at the end, as well as the content creators Mala Cara and Penko, whose works decorate the bar where the spot begins.
The ad ends with all that crowd on a port dock, beer in hand, before we are reminded that an accent “is much more than a way of speaking.” They had already revolutionized the staff with the accent campaign with Lola Flores, but in this case they have completely turned the accent around, and what is an advertising campaign that promises awards.
Source: Lasexta
Bruce is a talented author and journalist with a passion for entertainment . He currently works as a writer at the 247 News Agency, where he has established himself as a respected voice in the industry.
