Estrella Damm’s summer ad for 2026 is here and is titled “The Legend of Canyut.”
The beer brand continues to expand its already iconic “Mediterraneanly” platform, the advertising saga created in 2009 with which the brand builds its differential positioning. On this occasion, the advertisement is put at the service of the celebration of the company’s 150 years and proposes a peculiar love story that pays tribute to the Mediterranean culture and lifestyle that have inspired its origins.
Estrella Damm once again collaborates with the creative agency Oriol Villar, as well as with the production company Canada, and tells the story of Canyut, a mysterious character who came to the Mediterranean coast for work and, in an accident, was swept into the sea. He was rescued, supposedly, by a young woman with whom he fell deeply in love and who taught him to swim, discovered coves for him and to drink beer. On their last night together, that of San Lorenzo, they had their first kiss. Unable to break away, he went back for her, but she had disappeared. Since then, every year Canyut goes to the same place to wait for her to appear. And maybe he didn’t fall in love with her alone…
The story is told through the mouths of the multiple protagonists of the spot, conveying a shared experience around the Mediterranean. The narration is accompanied by “Wouldn’t It Be Nice”, by the North American band The Beach Boys, a song of reference to the music of the sixties. With this, the brand continues to position music as a key resource for connecting with the audience.
The spot stars well-known faces from the gastronomic, film, sports and content creation scenes of our country, and more specifically, from Mediterranean regions. Thus, it has the actors Álvaro Cervantes, Laia Costa, Mireia Oriol and Oriol Pla; chef Jordi Roca; the singer Rels B, the soccer players Marc Cucurella, Eric Garcia and Claudia Pina, or the influencers Jessica Goicoechea and Nil Ojeda, among many others.
They are figures, according to the brand in a statement, that embody the values that have inspired the brand over 150 years. That is, culture, creativity, talent, gastronomy and a Mediterranean way of living. Some of them have already been part of the narrative universe of “Mediterráneamente” before. Such is the case of Mireia Oriol, who starred in “Love at First Sight” alongside Mario Casas in 2021; or Laia Costa, who in 2016 gave life to the story of “The Little Things” with Jean Reno.
Many of them have appeared in the campaign’s teaser video, published a few days ago on Estrella Damm’s channels and in which the protagonists reject plans. In the piece, the brand invited viewers to the premiere of the spot this June 11.
On this occasion, filming took place in different parts of the Catalan coast, including Cala s’Alguer, in the town of Palamós.
“The Legend of Canyut” expands a storytelling with more than fifteen years of experience, and which already constitutes one of the longest-running communication platforms in the Spanish advertising industry. It is therefore understood as an example of consistency around a legitimate territory, and as a benchmark of strategic intelligence due to the way in which it has adapted to changes in the market, consumers and even the media landscape, without losing sight of its essence, the value of the brand as an anchor and the importance of the product.
The new installment arrives after “Mediterráneamente” has precisely recovered its prominence in the Spanish creative circuit. In the last edition of the National Creativity Awards, “The Same As Always” obtained six metals. The campaign, which was launched in the summer of 2025, was among the most recognized of the contest and has once again placed Estrella Damm’s platform on the industry’s radar, five years after having won the Grand National Creativity Prize with the trilogy consisting of “Act I: Alma”, “Act II: Lovers” and “Act III: Commitment”.
