Ad of the Day | A Flamenco-Doll Awakens for the Heneiken Company

Jan. 23, 2024

Just three years post "Lola," Ogilvy Spain and Cruzcampo bring you the next chapter in the "Heavily accented" series: "Gitana." This enchanting campaign breathes life into a classic flamenco doll, awakening in the heart of south Spain. She dances to the beat of a rich mosaic of culture, celebrating the vibrant spirit and pride of being Southern Spanish.

Transforming Cliche into Icon: The Resurrection of the TV Doll

Imagine a time when classic dolls adorned the living rooms of Spanish households, fading into the backdrop of nostalgia. Cruzcampo's latest campaign flips the script, reviving this forgotten treasure and transforming it into an icon. "Gitana" bursts onto the scene, shedding stereotypes and proudly embracing its roots, turning the ordinary into something extraordinary. Cruzcampo invites you to join the journey, capturing the essence of Spain's cultural revival with a universal appeal.

The Resurrection of Camarón - The Most Iconic Flamenco Artist

Drawing inspiration from the theatrical world of Carlos Saura, "Gitana" pays homage to the iconic Camarón de la Isla. His silhouette, reminiscent of the "La Leyenda del Tiempo" album cover, elevates the flamenco spirit to new heights. The dance, choreographed by Triana Ramos of Rosalia's "Motomami World Tour," is set to the captivating music of Derby Motoreta's Burrito Kachimba. Their adapted song, "Gitana," adds fresh textures, featuring a special arrangement complementing Camarón's original voice.
 

Roberto Fara, Chief Creative Officer Spain said:

"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."

 

Gitana's Climax: A Mind-Blowing Encounter with Camaron de la Isla

Picture this: our protagonist, the flamenco doll, reaches her peak in a mind-blowing encounter with the legendary Camarón de la Isla. The flamenco genius's original voice, unheard for three decades, emerges from a 1989 recording during the "Soy Gitano" album sessions. A hidden gem resurfaces, adding a touch of magic to our story a wild ride through passion and flamenco enchantment.

"Gitana" is not just a campaign; it's a celebration of Southern Spanish pride, weaving together nostalgia, cultural revival, and the universal language of music. Ogilvy Spain and Cruzcampo invite the world to witness the rebirth of tradition and the triumph of uniqueness in a campaign that transcends borders.

Gitana is live across all channels, including television, digital, social media, and outdoor. In addition, it will feature powerful communication actions, such as a monumental doll standing 8 meters tall and 12 meters wide, installed in Callao Square in Madrid.