Last year a boy named Félix discovered Floor 2 ½, a fantasy space hidden in The English Court. The adventure expands now that Félix has decided to take his incredulous friends to discover the magic of that small world of illusion and imagination, in the christmas advertisement of the department store chain.

Signed once again by the creative agency Ogilvy Madrid, The company once again encourages children, and adults too, to believe in the impossible and see the magic that surrounds the holiday season. It also invites the El Corte Inglés toy plant, which is represented as a place “where imagination makes everything possible”.

It does so with a fictional story that combines adventure narrative, with elements of classic fantasy cinema and with the freshness and emotion of the musical genre. It is a mega-production that stands out for its visual invoice and its effects, which has been worked on together with the production company Hogarth and the study Sauvage.tv.
It is directed by Ernest Desumbila and has a soundtrack composed by musical specialist Dani Trujillo.

The story that raises “The Gang on the 2 ½ floor” follows the adventures of the group of friends through the El Corte Inglés toy plant and their enjoyment of its entertainment offering to the rhythm of singing the song “Magic if you want you can see it, if you want you can see it”. The department store chain highlights its catalogue, highlighting the presence of Lego, sports equipment or video games and electronics.

The piece demonstrates greater ambition and scale than the prequel and is committed to a production that stands out among the usual proposals in Christmas advertisements. Music plays a central role in transmitting emotions and connecting with consumers, not only boys and girls, but all generations.

“La Pandilla en la planta 2 ½” will have activations on television, digital and outdoor advertising, following the agency’s media planning Dentsu.

Technical sheet

• Campaign: The Gang on the 2 ½ floor
• Advertiser: El Corte Inglés
  • Client Contact: César Brandariz, María Coronado, Javier Gómez – Blanzaco, Inma Ruiz and Alejandra Arriaga.
  • Production Client: Eva Morales, César Lamparero and David Pascual.
• Agency: Ogilvy
  • Chief Creative Officer: Roberto Fara
  • Executive Creative Director: Jesús Rasines
  • Creative Directors: Félix Carral, José Izaguirre
  • Copy: Alba López, Pablo Guirado, Clara Gonzalez
  • Art Director: Antonio Pelufo, Blanca Oriz, Xema Cabanes, Carlos Villarón.
  • Account Director: Marian González
  • Agency PR: Enrique Caballero
• Production: Hogarth
  • Hogarth Audiovisual Production Director: Aarón Lago
  • Hogarth Executive Producer: Pablo Riaño Sánchez
  • Hogarth Producer: Fiorella Coto and Beto PF
  • Director: Ernest Desumbila
• Postproduction Studio: Sauvage.tv
  • CEO & EP Sauvage.tv: Eva Laffitte
  • EP & Producer Sauvage tv: Isaac Romano
  • VFX Post Producer Sauvage tv: Yukio Montilla
  • Colorist Sauvage tv: Xavi Santolaya
  • Sauvage tv Editor: João Teixeira Silva
• Original music: Dani Trujillo – Sonaos Music
• Sound studio: El Corte Inglés
• Media agency: Dentsu