When an advertisement hits television, the name of the creatives disappears. They become “the creators of…”, because the medium has the capacity, thanks to its visibility and relevance, for the campaigns of advertisers, agencies and media to shine until they become something bigger. And Atresmedia Publicidad has reflected this in its new campaign, with which it seeks to reinforce the role of television as the most effective showcase for good advertising.
César García and Juan García-Escudero put a face to the campaign
It has been devised by the company’s Corporate Marketing team, and is articulated under the title “Call me by my name”, in reference to the award-winning film “Call me by your name”, by Luca Guadagnino. The campaign, which reason.Why has had scoop access, addresses the Spanish advertising industry to say that “There is nothing greater than a good advertisement” and “There is no bigger advertisement than the one that appears on TV.”.
To do this, it has had two prominent figures in the sector: César García, Partner and General Creative Director of the Sra. Rushmore agency, and Juan García-Escudero, Co-Founder of Piel Creative Studio. Both express, in a humorous way and as a confession, the way in which some of their works have changed their lives and “erased” their name.
It refers, respectively, to “My neighbor Jose”, the popular campaign launched by ING in 2025; and “El bar de Antonio”, the 2014 Christmas Lottery advertisement. The company highlights them as examples of campaigns that television made great in relevance, emotion and permanence in memory, turning them into a cultural reference thanks to the impact that their broadcast on television had on society.
With this, Atresmedia seeks to highlight the capabilities and virtues of television to make good advertising great. The audiovisual group argues that, despite an increasingly fragmented landscape and changing media consumption habits, television has the power to make advertisements shared and memorable experiences. Through the campaign, he maintains that good campaigns, thanks to television, can become part of the social imagination.
“With this campaign we wanted to demonstrate the effectiveness of television, specifically the relevance that advertising acquires when it is in this medium, how it can become part of the social conversation“, explained Javier Andrés, Marketing Director at Atresmedia Publicidad, to reason.Why. “The phrase ‘there is nothing bigger than a good advertisement, there is no advertisement bigger than the one that appears on TV’ sums it up very well, and it is something that is only available to television.”.
The company points out that the message of the campaign aligns with its positioning, currently expressed in the claim “Where we all are”, and in its consistent invitation to make television a space of inclusion for all audiences. It is also consistent with the defense that Atresmedia has made of advertising and the creative sector over recent years, with campaigns such as “This is on TV” or the viral banner that “welcomed streaming players to TV.”
The campaign is launched on Thursday, April 16, coinciding with the Atresmedia Upfront and the celebration of C-Day and the National Creativity Awards, organized by the Creativity Club, in San Sebastián. Atresmedia acts as sponsor of the contest, and within that framework it will broadcast the campaign.
