Spain is tired of being Spain. Tired of being two things at the same time, tired of being divided. But he still seems to have hope of reconciling his halves. And that hope is a new flavor launched by the Madrid brand DumDum, specialized in disruptive dumplings.
This is expressed in its new advertising campaign, developed collaboratively with the Tabaco collective, the creative project of Alberto de Santos and Pita Sagra, Associate Creative Directors at the Jellyfish agency. Both have worked on the conceptualization, ideation and creation of communication, together with Yerai Gómez, Co-Founder and Creative Director of DumDum. He created the company with his brother, Kéril Gómez, a chef by profession.
This shows a collage of fights and confrontations between people who represent the so-called two Spains, an idea present in social conversation for decades and that alludes to the division of our country into a conservative side and a more progressive one. The digital spot, in black and white, is accompanied by a heartfelt speech that emphasizes the division: “I am Spain for everyone, yes, but for each one their own“.
The advertisement concludes, opting for the color image, showing the reconciliation of those two Spains around the brand’s new dumpling flavor, ham croquette. With this, it highlights the attributes of its product, which combines the Spanish gastronomic tradition, represented by the most common version of croquette, with innovation, represented in the dumpling.
“The only thing that, even for a little while, can stop the shit we give to each other in this country, is to stop by Blasco de Garay 10. We just had to put the camera to document it”, they have commented from Tabaco when sharing their work on social networks.
The campaign has been published in recent days on DumDum’s social channels, taking advantage of the celebration of Hispanic Heritage Day on October 12. “Las 2 Españas” highlights the brand’s culinary proposal, focused on fusion around dumplings.
“We want to take advantage of a day as noisy and as discordant as Columbus Day to invite people to put aside their differences, even if it were just for a little while. Since we are a restaurant, we can only do it through food“Kéril and Yerai Gómez commented in a statement.”So we have put on the table a tribute to a product that does not discriminate by ideology, social class, or geography and that has the ability to generate agreement around its figure. The ham croquette. But in dumpling“.
In addition to the ham croquette flavor, DumDum, whose motto is “Dumplings and Disobedience,” also offers the beef nugget, chicken teriyaki, K-Pop shrimp or Cheese Burger flavors. The new flavor is a special recipe that is added to its menu during the month of October on the occasion of Hispanic Heritage Day.
