Andalusia says goodbye to Rafa Nadal “with complaints” with this campaign from the Ernest agency

Jane Anderson

November 20, 2024

Andalusia says goodbye to Rafa Nadal “with complaints” with this campaign from the Ernest agency

After the public tender called last July, the Junta of Andalusia you have chosen the agency Ernest to manage social networks of all channels Tourism and Sports. And the first fruit of this assignment comes within the framework of the final phase of the Davis Cupwhich is being held this week at the José María Martín Carpena Sports Palace in Málaga.

The Córdoba Beli Moli (La Voz) adds singing to the musical piece

In this context, Tourism of Andalusia has presented “Between Quejíos”a tribute to Rafa Nadal in what will be, as he himself has announced, the last tournament of his professional career.
The campaign consists of a original musical creationadapted into a video clip, performed by Córdoba Beli Moli (La Voz), who mixes quejíos of Andalusian singing, with the most iconic screams of the best Spanish athlete of all time.
An idea from the Ernest agency, co-produced by La Remedios and La Joya, which has had the musical production of Javier Limón and Frank Maza.

Thus, in this “last match”, what comes and goes are not tennis balls, but the quejíos of Andalusia regretting their departure, linked to those of Nadal on the court. A creative work that also acquires special relevance because Andalusia was where Rafa Nadal won his first Davis Cup title (Seville, 2004) and where he will also play his last professional tournament. “Between Quejíos” Thus it evokes the link between the tennis player and this land, with a composition that connects art and sport.

“We try to be brave in these things,” declared Lisardo Morán, Managing Director of Tourism and Sports of Andalusia. “We started working with Ernest and we gave them a small briefing. But when they present an idea that’s great, you either move forward or throw it away. And we are not big on throwing away.”

We met him as a child and he became a LEGEND. We have shouted his triumphs, he has made us dream and he embodies the values of sport like very few others.

You are the PRIDE of all of Spain, @RafaelNadal.#Andalusia Live this special week by your side. pic.twitter.com/VU4fi8ZTyn

— Juanma Moreno (@JuanMa_Moreno) November 18, 2024

Count on the talent of Javier Limón has been one of the key points for the commitment to this creative approach. Spanish musician, guitarist, producer and composer, recognized with 10 Grammys and specialized in flamenco, jazz and fusion music, he has composed and produced for artists such as Paco de Lucía, Diego el Cigala, Alicia Keys or Andrés Calamaro. For his part, Frank Maza is an innovative singer, composer and multi-instrumentalist who fuses his roots with avant-garde music. Her repertoire is inspired by artists like Camarón or international figures like Billie Eilish.

“Of all musical aspects, rhythm, tempo, is the most essential and ancestral”

“Of all musical aspects, rhythm, tempo, is the most essential and ancestral. On this occasion, a master of time like Rafa Nadal has set our pulse. “Never has a racket been so close to our guitar”Javier Limón has acknowledged.

The video clip is now available on YouTube and Spotify, among other platforms, and will be broadcast at different times of the tournament, giving special relevance to Nadal’s first participation this Tuesday, November 19.

“I dedicate my life to making advertisements and I love it, but this is something else, because it has not been created nor will it be consumed as advertising, but as art, as culture”has explained Pablo AlzugarayCEO and Co-Founder of Ernest, in the thread of the campaign.
Precisely about this and other relevant aspects of the creative proposal – such as the integration of Artificial Intelligence in the creation process – we have spoken with those responsible, both on the side of the agency and the client and the composer Javier Limón. You can listen to it here:

Ernest’s team in charge of network management for Tourism and Sports of Andalusia is made up of Abelardo Bethencourt, General Director; Borja López Gómez, Head of Social & E-commerce; Quique Torres, Social Media Creative Director; Paula Andrés, Social Media Executive, and Álvaro Romera, Social Creative.