A young man who wants to get on a plane. A family trapped in a traffic jam. And some workers whose machinery breaks down. All of them are assisted by a special secret service that paves the way for them to return home for the holidays in the christmas advertisement from El Almendro.
Under the title “RETURN”, The ad updates the iconic “Come home for Christmas” concept that the brand has used for years to connect with the public. The creative agency McCann has been in charge of redefining the message so that it also resonates with new generations.
The advertisement has been worked on together with the production company Read Films.
“RETURN” is the acronym for “Optimized Return from Long Trips and Long-awaited Reunions”, the fictional operations center whose mission is to get everyone home for Christmas and ensure reunions with loved ones.
The main piece, 60 seconds long, will be broadcast on prime time television during the first week of the campaign. Then the message will be displayed in two 20-second stories.
The message of El Almendro, more contemporary
“We wanted to refresh the message, maintaining our emotional essence, which is the hug and the encounter.”; María Herranz, Marketing Director of Grupo Delaviuda, commented in a statement. “Returning home, meeting family, friends, even oneself, continues to be the pillar of the campaign, because we believe that, although times change, that emotion always remains.”.
El Almendro has opted to create a more modern story and a narrative with fantasy elements, but maintaining emotional communication and its undisputed positioning around reunions. It represents an evolution in the brand’s communication, but maintaining the essence and desire to be with consumers at a key time of the year.
The spot contrasts with those seen in previous years, designed by &Rosàs and very focused on the moment of reunion between people, but McCann’s intention It has not been breaking with the legacy built by the brand. The agency’s work has honored the territory of El Almendro, finding an opportunity to renew it and make it more contemporary.
“In order to stand out in such a competitive environment, a brand has to be relevant and connect through tensions that generate empathy.“; commented Lucía Angulo, CEO of McCann Worldgroup and McCann, in the statement. “Returning home, which is El Almendro’s brand territory, means something different today than when it was created. We are building the new Back”.
Technical sheet
- Campaign: Christmas “RETURN”
- Advertiser: Delaviuda
- Client contact: María Herranz, Rocío Martín
- Agency: McCann Worldgroup
- Global Creative Partner, Global Brands: Emiliano González De Pietri
- Executive Creative Director: Vito Reig
- Creative Director: Ricardo Rovira
- Art director:: Aitor García
- Art director: Alba Fernández
- Editor: Marta Fuentes
- Strategy Director: Marcelle Santos
- Strategy Planner: Alvaro Díez
- Group Account Director: Eduardo Pajuelo
- Account Director: Mabel Esteban
- Account Executive: Celia Gómez-Angulo.
- Communications Director: Nora Caverzaschi
- Production & Postproduction Agency: Craft
- Chief Production Officer Craft Spain: Paloma Adrien
- Director of Audiovisual Production: María Iglesias
- Executive Producer: Carlos Lucas
- Production company: Lee Films
- Director: Anita García Rico
- Executive Producer: Iván Fernández
- Director of Photography: Alberto Bañares
- Producer: Alfonso Cuadra
- Art Director: Adakarina Acosta
- Stylist: Antonio Romero
- Craft Postproduction Director: Vanessa Pizarro
- Postproduction Coordinator: Marcela Arismendy
- Editor: Bernat Gil
- Color: Marc Morato
- Sound Studio: Craft
- Music: Chaco Music
- Media Agency: Mediaworks
- Media Strategy Director: Sandra Diego
- Trading Director Off & Online: Joan Carles Isern
- Senior Media Planner: Judith Rubio Pérez
- PR Agency: Atrevia
- Project Manager: Lidia Bravo
- Social Media Agency: Havas
- Account Director: Ana Maria Pozuelo
- Social Media Strategist: Anais Herrero
- Social Media Specialist: Victor Santos
