“It is by Maruxa. It is for everyone”
In his new announcement Movistar has a reason why he does everything he does and for which he has the safer telecommunications network. That reason is Maruxa, a mother of an unable to reconcile the dream until her son, after a long return home by car, confirms through a voice message that everyone is fine.
It is the identifiable and tender scene that expresses and transfers the purpose of the telephone brand and its new brand platform, “it is for all.” Under that concept, the company will value the role it plays in people’s lives and their willingness to work every day to guarantee safe and reliable communication.
It has been devised by Oriol Villar, in what is the first collaboration of the agency with the brand.
The announcement has been shot in Galicia with the realization of the creative Oriol Villar and photography direction of Beth Rourich. Production has been in charge of Rome. The piece stands out for having the song “Hoxe, Mañá and Sempre”, played by Tanxugueiras and Valeria Castro, as a soundtrack.
Aitor Goyenechea, director of advertising, brand and sponsorships in Telefónica and Movistar Spain, says it is “A piece that contains a lot of truth and simplicity”The spot moves the company’s mission and values, as well as its connection legacy.“Because Movistar has always been, is and will be”; He commented through LinkedIn.
The campaign not only communicates Movistar’s reason for consumers, but also towards the company’s own team, as those responsible for the brand have pointed out. “Because Maruxa is your mother or because it is her. Because it transmits what we live and feel what we are telephone. Thanks to so many for making it reality”, Said María González de Riancho, Brand and Advertising Manager in Telefonica Spain.
The announcement, which has already premiered on television in its long version, will have shorter iterations. It will also be executed on social networks, and digital platforms, and external advertising, a channel that will show two different graphics: one expressing Maruxa’s point of view and another with the point of view of his son.
