| Filosofia | “Andalusian crush” is Ogilvy Madrid’s campaign for Turismo de Andalucía, which seeks to transmit the essence of this region or, as they’d say, its art. “Of those things that really make this land a unique, genuine, one-of-a-kind place,” as stated by Juan Pedro Moreno and Javier Senovilla, Ogilvy Madrid executive creative directors. The campaign wants to emotionally connect with both national and international tourists, shock you and move you, offering an inner journey full of hidden corners and passion through the jewels of Andalusia. It places tourists at the center and warns them about “the consequences of visiting Andalusia.” The agency decided to put this warning in the mouth of someone who had experienced the Andalusian crush firsthand: Peter Dinklage. “The Game of Thrones actor was amazed by this land when he was filming, so having his voice and his presence elevates the piece and creates an unexpected added impact on the audience,” they state. Visually, the staging of the spot breaks the industry's codes with brutalist images and shots and a poetic tone to reflect the impact on the traveler when visiting the region. “Andalusia will shock you, shake you, tear you apart.” Many of these images are influenced by the filmmaker José Val del Omar, from Granada, who invented the zoom almost one hundred years ago. They are also full of little tributes: from Lorca to Leonard Cohen, from Win Wenders to the Andalusian rock band Triana. Music also plays a leading role. The marching song “Eternidad”, performed by the Cornets and Drums Band of Our Lady of the Rosary of Cadiz, enhances the emotionally charged piece —another demonstration of the cultural legacy of Andalusia. The images support the distinguishing visual strength of the spot. The agency’s research allowed them to create their own source in order to convey the presence of so many cultures and civilizations. The images are portraits that place travelers in the spotlight and capture their feelings when visiting Andalusia. Delicate portraits that, at the same time, show gestures of bold expressiveness. “Andalusian crush” is a worldwide campaign that seeks to position Andalusia in new markets as an opportunity to undergo a life-changing experience. A campaign that breaks the mold. |