The supermarket chain Gadis In its new advertising campaign, it defends the importance of connecting with the real world and looking into people’s eyes, leaving screens aside. Through the claim “Galicia free of algorithm”the announcement – which is part of the saga Let’s live like Galicians!– recovers the character of Cebolo as the protagonist to launch a message that seeks to position Galicia as a land “triumphant before the algorithm”, as expressed by the Bap&Conde agency, responsible for creativity.
The spot exposes, in a humorous tone, how the algorithm has become an obstacle to achieve balance between the real and digital world.
Cebolo travels to New York and experiences an attack of homesickness for which he decides to return to what has become his land, Galicia. On the other hand, a new character is presented, a counterpart virtual assistant called C-Bol-On, on whom the algorithm plays tricks in its attempt to leave with him and ends up landing in Galitzia (Poland).
When he finally manages to reach Galicia, he travels through its landscapes and customs, falling in love with every corner of this land. However, he is surprised that, despite so much beauty, people continue looking at the screens, which produces a dream in which save the Galician people from cell phones.
The ad has a scene post-pack with the song “Don’t look into people’s eyes.” from the group Golpes Bajos – belonging to the Vigo movement – as the soundtrack for the emotional final touch. And this version evolves, taking the theme to its most positive version and modifying “Don’t look into people’s eyes” to “let’s look into people’s eyes” or “don’t go out on the street when there are people” to “Let’s go out into the street when there are people.”
A launch hacked by the algorithm
The campaign has had a dissemination plan that accompanies creativity, amplifying the message. So, The algorithm “intervened” in all Galician television programs throughout the day of the premiere, preventing its presentation.
In the different programs you could see the desperate attempts of the presenters to be the ones who could launch this year’s spot as a big event, but it was not until 11:00 p.m. when the most representative program of the network, “Land Rober”, He managed to overcome this situation and present the campaign with the help of Roberto Vilar.
This moment became the slot of the program with the most share (13.8%), featuring the official voices of Cebolo and Cebolón: Xosé Ramón Gayoso and Champi Muros, a well-known Galician influencer, thus bringing together two generations under the same voice .
The campaign will be present in the press in the main Galician newspapers, radio spots on Spotify, screens in stadiums or mupis in train stations, among other activations.
TECHNICAL SHEET
- Advertiser: Gadis Supermarkets
- Product: Food Distribution
- Brand: Let’s live like Galicians!
- Campaign: ‘Galicia free of algorithm’
- Client team: Melisa Pagliaro, José Luis Fernández, Alexandra Kuntz
- Creative agency: BAP&Conde
- Creative team: Miguel Conde-Lobato, Raquel Quintana, Rubén García, Emmanuel Jóven, Lucía Rodríguez
- Customer service team: Ana Belén Vázquez, Andrea Fandiño, Pili Díaz, María Vázquez
- Strategic planning: Paula Cobo
- Media Agency: BAP Media
- Media team: Trini Corral, Jose Avecilla, Lucía Castro Producer: Congo productions
