Just one year after breaking the codes of tourist communication with “Andalusian Crush”, Andalusia Tourism has presented the second part of the campaign with which it is seeking to strengthen itself as an international destination. “The Surrender”devised again by Ogilvy, invites you to surrender to the cultural and heritage greatness of the region.
For this he has counted on the German composer Hans Zimmer, awarded for his work on the soundtracks of films such as “The Lion King” or “Gladiator”. He has been in charge of narrating and composing the original music for this new installment, which, like its predecessor, presents with images of great visual power the tourist proposal of Andalusia.
The advertisement has Rome as a producer and with production management of Hogarth.
If the first part of the campaign warned of the “Andalusia that breaks you”, with the voice of actor Peter Dinklage (“Game of Thrones”), this time the spot invites surrender to the greatness of the Andalusian land. The locution speaks of the impact caused by its history, its art and its culture, creating a dreamlike atmosphere in which images of emblematic places are combined with historical references and real people.
As happened in the first installment, the second part of “Andalusian Crush” explores the legacy of Andalusia through figures such as Lola Flores, Paco de Lucía or Federico García Lorcarecreated with artificial intelligence. It also alludes to the relationship of historical figures, such as Julius Caesar, Napoleon or Orson Wellswith Andalusia.
The new piece also highlights the cultural and architectural heritage. Among the images you can see, for example, typical clothing, such as that of Los Verdiales de Málaga; or the passage of the Lord of Health of the Gypsies of Seville. Enclaves such as the Soto dolmen and the Riotinto mines in Huelva, the Bañuelo in Granada, the Baños de la Encina castle in Jaén, the Tabernas desert or the Cordoban patios are also highlighted.
In addition, the cornets and drums of the Rosario Band of Cádiz sound again.
“‘Andalusian Crush’ has revolutionized the way Andalusia is presented to the world, and Surrender takes this innovation one step further, offering a sensory experience that connects the personal with the historical. The campaign not only invites you to get to know Andalusia; invites you to feel it, to live it and, finally, to surrender to its undeniable magnetism“, they explain from the agency in a statement.
The campaign will have executions on television, digital, social networks, press and outdoor advertising. For this last medium, a series of graphs which, as happened in the first part, reflect some of the most emblematic places in each province of Andalusia.
The love for international tourism
“The surrender” was presented at the Manuel de Falla Auditorium in Granada, with the presence of authorities and the President of the Government of Andalusia, Juanma Moreno. He has assured that the communication strategy of the region goes “on the right path” and that is generating “emotions and sensations different from what we usually did”.
“We are facing a crush that we want to happen between the citizens of the world and Andalusia and we want that crush to go one step further”, he said regarding the campaign message. “We have gone from that Andalusia that broke you in emotional terms to having no other possibility than to surrender to the cultural and natural potential, the historical heritage and the strength of this town“.
Andalusia Tourism hopes that “The Surrender” will have a impact similar to the first part of the campaign, which recorded more than 2.3 billion total impressions and was deployed in global markets, including Germany, the United Kingdom, France, Italy, the United States, China and Japan.
“Andalusian Crush” thus expands its career, which has been recognized by the creative industry nationally and internationally in key events such as the National Creativity Awards, El Sol, the Inspirational Awards or, recently, the Eficacia Awards.
Technical sheet
- Advertiser: Public Tourism and Sports Company of Andalusia
- Client contact: Lisardo Morán, Juanma Ortiz, Adrián Gómez
- Agency: Ogilvy
- CCO: Roberto Fara
- Executive Creative Director: Juan Pedro Moreno and Javier Senovilla
- Creative directors: Miguel Provencio, Víctor Vázquez and Alex Maggie
Creative team: Alejandra Vallejo, Lucía Moreno, Marta Galán, Mateo López, Leo Fernández, Sandra Sánchez, Sonia Herráez, Alex Bernabé, Nerea Pascual, Jaime Sastre - Ogilvy Producer: Fernando Albor, Miguel Hernández.
- Managing Director & Client Business Partner: Vanesa Porto
- Account Director: Laura Roldán
- Account Executive: María Jiménez
- Head of strategy: Concha Santiago
- Chief PR & Influence Ogilvy Spain: Elvis Santos
- Head of Consumer and Disruptive Brands PR: Clara Sanchís
- PR Account Director: Cristina Escala
- PR Accounts Supervisor: Nerea García
- Communications Director: Enrique Caballero
- Production House: Hogarth
- Moving Images Lead: Aaron Lago
- Executive Producer: Pablo Riaño Sánchez
- Producers: Roberto Arias
- Producer: Rome
- CEO: Pablo García Acón
- Executive Producer: Juan Bascón
- Producer: Laureana Ferrucci
- Director: Manu Mazzaro
- DoP: Pablo Clemente
- Production Manager: Valeria Tarsitano
- Production designer: Cora Patiño
- Styling: Zaida Rodríguez
- Postproduction Director: Tamara Diaz
- Editor: Rocío Pérez
- Colorist: Nadia Khairat
- VFX + CGI: McNulty
- Music: Hans Zimmer and Ntra. Sra. del Rosario Cadiz Cornet and Drum Band
- Music Advisor & Sound Design: Vicente Carraso (ZIP ZAP)
- Voiceover: Hans Zimmer
- Graph:
- Graphic retoucher: Albert Palahí
- Graphic retoucher: Diego Speroni
- Media agency: Carat