The locations section of the Madrid Film Office – the municipal body in charge of promoting the capital as a filming location – does not present the buildings of La Concepción as such in its locations section, although it does speak of two specific points of the area: a pedestrian walkway under one of the buildings and the Calero Bridge, which connects Avenida de Brasilia with Avenida Donostiarra. This is the main artery between the large housing blocks Barbados Email Address.
The scene, in any case, has also recently attracted the Magnum ice cream brand and its agency, LOLA Mullen Lowe, who have shot there an international campaign that has been broadcast in recent weeks in different European countries promoted in each one. of them a specialty of the brand; in Spain they have been, for the moment, Double Chocolate and Double Caramel. And if in the LaLiga campaign music and dance share space they share the limelight with the ball and the competition, in the Magnum campaign the entire spot is for them.
The parallel lines of the facades and the graffiti on the walls frame a choreography performed by a dancer and his “reflection” to the chords of the very popular version of the song “Tainted love” that the British duo Soft Cell released in 1981.
The spot has been produced by Proppa and directed by Danish director Martin Werner. Speaking to Reason.Why, Tomás Ostiglia, executive creative director of LOLA MullenLowe, points out about the ad and its setting: “We chose that location because in this Magnum Doubles campaign, where we say that pleasure has more than one layer, it had several executions. In one, the feminine side of a person dances with his masculine side and in this one it is a man who dances with himself: his more conservative side with his more rebellious side, and being one of the few executions of Magnum with male protagonists we wanted to give it a more urban look, hence the choice to use these famous blocks of buildings as background, which give that feeling of a city neighborhood ”.
The comments on social networks about the campaign have revolved around the stage – some netizen commented that the green awnings that are seen are unmistakably Spanish – the song and the identity of the dancer, who is the Portuguese Darío di Blanca, formed by the way, according to his profile in Domestika, in the Víctor Ullate academy in the capital socialposts.