Three years ago, Heineken’s Spanish beer, Cruzcampo and Ogilvy Spain, used AI to make celebrated Spanish Singer, Lola Flores, the star of its ad campaign. Lola had died in 1995. The campaign celebrated the diversity of Spanish accents. Lola’s “accent” – her manner and style as well as her voice – had underpinned her global success, she stated in the commercial.
AI is no longer “innovative”, but the idea behind the campaign lives strong. Ogilvy Spain and Cruzcampo have produced the next chapter in the series. In the new edition, a classic flamenco doll, Gitana, comes to life, awakening in the heart of south Spain. She dances to the beat of a rich mosaic of culture, celebrating the vibrant spirit and pride in being Southern Spanish.
This time the campaign looks to the past, rather than the future as it did with AI. Once, classic dolls adorned the living rooms of Spanish households. Gitana sheds stereotypes and proudly embraces her roots, turning the ordinary into something extraordinary. Through the campaign, Cruzcampo invites people to join the journey, capturing the essence of Spain’s cultural revival with a universal appeal.
The campaign film ties into the works of famous Spanish photographer and director, Carlos Saura, and music artist, Camarón de la Isla. The dance, choreographed by Triana Ramos of Rosalía’s Motomami World Tour, is set to the music of Derby Motoreta’s Burrito Kachimba. Their adapted song, Gitana, features a special arrangement complementing Camarón’s original voice.
“Gitana is another step in the construction of a brand platform that we began three years ago with the Lola Flores campaign. With each step we take, we aim to continue our concept of play, exploration, and embracing our roots. We are very excited to launch this campaign and to keep working for this brand,” statedRoberto Fara, chief creative officer Spain.
Gitana is running across television, digital, social media, and outdoor. It will also feature a monumental doll, 8 metres tall and 12 metres wide, installed in Callao Square in Madrid.
Credits:
Client: Cruzcampo (Heineken Spain)
Senior Marketing Manager Cruzcampo: María Ruiz Sanguino
Brand Manager Cruzcampo: Emilia Gutiérrez Diez de los Ríos
Associate Brand Manager: Paula Andrés Carrillo
Brand Manager Cruzcampo: Elena Marcos Izquierdo
Marketing Analyst Cruzcampo: Cristina Moreno Ballesteros
Director of Media: Alberto Tucci
Media Executive: Ruth Hidalgo Jiménez
Agency: Ogilvy
Chief Creative Officer: Roberto Fara
Executive Creative Directors: Juan Pedro Moreno, Javier Senovilla
Creative Directors: Guillermo Fernández, Pablo Poveda
Creative Team: Raphael Soria, Olimpia Muñoz, Alejandra Vallejo, Alex Bernabé, Izarbe Moreno, Pablo Piqueras
Managing Director & Head of Advertising, Brand & Content: María Herranz
Account Director: Rocío Cano and Annie Muñoz
Account Supervisor: Lydia Laguna
Account Executive: Iris Gil
Content and Social Media Supervisor: Javier Yohn
Social Media Manager: Carla Gutiérrez
Director of Production Hogarth: Aarón Lago
Executive Producer Hogarth: Pablo Riaño Sánchez
Producer: Beto P.F.
Agency PR: Enrique Caballero
Production Company: Agosto
Director: Nono&Rodrigo
Executive Producer: Belén Gayán & Toni Moreno
Producer: Miguel Ángel Fernández
Media Agency: Dentsu X
Brand PR Agency: N Team Comunicación
