Like every December for 12 years, Campofrío launches its Christmas advertisement. A spot that in the collective imagination has already become a classic at the level of the Lottery or the Almendro nougat, who always comes back for Christmas. This Wednesday it has been presented in the style of a film ‘premiere’ the short of this 2022 from the delicatessen companywhich this time he has directed (and there are four) Daniel Sanchez Arevalo, and that once again has had a great cast of actors some new ones, like the little one moon fulgencio11 years old (Rocío from the Santiago Segura saga ‘There is only one Father’), and other repeaters, such as Carlos Areces. But in addition to interpretation specialists, this time the ad featured well-known faces on social networks, such as the ‘youtubers’ of Full Pantomime either Illo Juan; on television, as the presenter of the Antena 3 news program Monica Carrilloor the Marchioness, ‘socialité’ and collaborator of ‘El hormiguero’, Tamara Falco; or in football, like the exporter of Real Madrid and the national team, Iker Casillas.
The actor edu sotosanother of the faces that repeats this year, has presented the ad along with several of its protagonists, who have tried to explain the state of “current ‘collapse'”, the concept that has been the Inspirational lever from this year’s storyline campaign. But they have not also encouraged us to fight it and overcome it with large doses of “courage”. And also with a lot of humor, like the one that exudes the entire ad. One of the house brands.
As a novelty, the perspective of a girl, the actress Luna Fulgencio, who marks the turning point of this inspiring story with a happy ending.
“Taking into account the events that surround us, let’s imagine that today we had to make a will: what kind of legacy would we leave? & rdquor; Based on this hypothesis, Campofrío has presented ‘The inheritance’, a reflection on the world that we want to leave to the next generations and that appeals to courage as the best moral legacy to face any uncertain situation.
Too much negative news
The accumulation of negative events after the pandemic (the war in Ukraine, the energy crisis, inflation or climate change…) has caused the uncertainty has settled in our lives, in the opinion of the creators of the ad, with the feeling that our environment is collapsing, which takes away our desire to enjoy life.
“Our ability to change how some situations occur is small, but the attitude with which we face them depends on each one of us”, explained the Marketing Director of Campofrío, Javier Portillo.
polyhedral cast
Antonio de la Torre stars -also for the second year- the ad that has the participation of a polyhedron of well-known faces. Athletes, like Casillas, ‘influencers’, like Tamara Falcó (who laughs at herself in the ad saying that she has lost faith, an ellipsis, that not in God, but “in the couple”, he adds); actresses, like Maribel Verdú; writers, such as Juan Gómez Jurado; comedians, such as Edu Soto, Alberto Casado and Rober Bodegas Pantomima Full; journalists, like Mónica Carrillo; ‘streamers’, like Illo Juan; and even the weather man Roberto Brasero… They all parody themselves on their way through the Fictitious notary of Carlos Areces and Mariona Terés to attest to the legacy they wish to leave to the next generations.
In his line, the comedian Areces, who despite the cold has not missed the ‘premiere’, has commented between laughs that he is satisfied with “arriving tomorrow”.
With the perspective of a girl -Luna, who debuts in the ad, but who has said that she hopes to “repeat the next few years”-, the script calls for reflection on the need to face any uncertain situation with “courage”: ” Do you know what inheritance will make us truly rich? What you had when you brought us into this world,” said the actress who also had a role in the series ‘The Ministry of Time.
Post pasted to news
‘The inheritance’, which from this Wednesday can be seen on television, social networks and cinema, is an original idea by Mónica Moro and Raquel Martínez, creative directors of This is Libre, who are facing the challenge of creating a campaign for the 12th year ” stuck once again to the present, which tries to move people’s state of mind through humor, but appealing to an innate feeling as powerful as courage, which we often forget to use”, they commented during the Press conference.
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Daniel Sánchez Arévalo directs his fourth campaign of Campofrío, after ‘La Tienda LOL’, ‘Fake Me’ and ‘DEV Disfruta en vida’ -co-directed with Paco Plaza-, with the challenge, he said, of “exceeding oneself and, above all, with the aim of generate debate around what kind of inheritance we want to leave our children in a very turbulent moment like the current one”, he recounted, before concluding: “Let neither uncertainty, nor a typhoon, nor wars, nor the apocalypse take away our way of enjoying life”.
More than 50 extras and a production team of more than 90 professionals have participated in the short, which has been shot in Madrid, at the Eduardo Torroja Institute of Construction Sciences (the Areces notary) and the Martinete restaurant, and which It has had Alex Catalán as Director of Photography, and Pepe Domínguez as Art Director.