But perhaps the most atypical brand spokesperson choice this year features an enormously well-known character; in fact, a myth of Spanish popular culture: Lola Flores. Those responsible for the idea are the Cruzcampo brand and its creative agency, Ogilvy, and the surprise came from having a personality who died 26 years ago for its new campaign and, above all, by the way it was brought to the screens: the “deep fake” technique Canada Email Database.
“There was no doubt that Lola was the right figure to transmit the message to the new generations”
The campaign is titled “With a lot of accent” and its creative managers, Javier Senovilla and Juan Pedro Moreno, Executive Creative Directors at Ogilvy, explained the character’s choice in statements to Reason.Why. “We began to think from whose mouths the message we wanted to convey might sound,” Moreno commented. “
We realized that there was no one alive who would pick up this speech in the way we wanted. That is when the possibility of making a “deep fake” of someone who was not alive arose and there was no doubt that Lola was the right figure to transmit this message to new generations ”.
On her part, Javier Senovilla pointed out: “She establishes a link between the past, the present and the future. From her position, she sends a clear message and there is a new generation that picks it up, which was the important thing, to know where the speech had to lead. The fact that Cruzcampo wanted to reach a younger audience and rejuvenate himself, while claiming his origin, seemed like a very attractive trip to take with Lola ”.
The campaign has had the recognition of the public and also that of the profession, as it has been the winner of the National Grand Prize for Creativity of the Creatives Club and the Grand Prize in the Film category of the El Sol festival.
Another Spanish campaign starring a famous prescriber that has been widely recognized at festivals is “Unboxing”, by FCB & FiRe for Playstation and Netflix. Its protagonist is the streamer Ibai Llanos, a character who in the last year is transferring the great notoriety he had in the field of video game fans to much more generalist or mainstream terrain socialposts.