Yesterday the adventurer and television presenter Jesús Calleja He became the third Spaniard to travel to space. He did it as part of the crew of the tenth mission with people from the New Shepard rocket, of the company Blue Origin. The moment starred in a Historical television broadcast, of which the brands were part and, especially, Hyundai.

Both the moments prior to takeoff, as well as the trip in itself and the subsequent impressions of Calleja could be followed live through Telecinco, which carried out a special program of “Telecinco Informative” led by Carlos Fraganillo and María Casado. The truth is that the Mediaset chain turned the event into a great promotion of “Calleja Universe”, The new presenter program.

An event for Telecinco

The special, which lasted two hours, was attended by experts such as astronaut Pedro Duque; of relatives and friends of Calleja, who followed the retransmission of the flight live; And some of the celebrities who have accompanied the presenter in their different adventures as part of the “Planeta Calleja” program. Among them, Omar Montes, Pedro Piqueras, Mercedes Milá and Paula Echevarría, these last three usual faces being Telecinco.

Jesús Calleja’s trip to space has not only been a key point of the chain’s communication strategy over the last days, but also of the agreement that Mediterranean, company that brings together the production and distribution businesses of Mediaset content, maintains with Prime video, The Amazon streaming service.

Moreover, the promotion and dissemination strategy has had the active participation of Prime Video, which has accompanied the event with A documentary that has followed the steps of Calleja in its preparation for the flight. The first two episodes of “Calleja in space” They are available on the platform, and the third, which will deal with the flight to the Kármán line, will be released soon.

It should be noted that so much Amazon As Blue Origin were put in place by Jeff Bezos. In this sense, Amazon Prime Video has been key in making possible the flight from Calleja to Space, which has happened as part of the NS-30 mission and has shared with five other people. It is estimated that the price of the New Sephard trip is between $ 450 and $ 600,000.

Retransmission has meant A claim for both the audiencecia as for brands, and has been advantageous for Telecinco. It was carried out from 15:45 to 17:45 and concentrated at 1,742,000 average spectators in front of the TV, getting 19.5% screen share, according to water data.
Yet, For many the event was disappointing, Since they could not contemplate live images of the capsule in which the crew traveled and, therefore, only the take -off and rocket ascent, and its subsequent landing was observed.

Hyundai accompanies his ambassador

More than a dozen advertisers wanted to capitalize on the moment with their commercial communications. Among them, Generali, BBVA, Airbnb, Red Bull, Endesa, Burger King, Multioptics or Coca-Cola. Nevertheless, Hyundai He highlighted his presence with the official sponsorship of the program, and reaffirmed his link with Jesús Calleja, which he exercised as an ambassador of the brand since 2022.

To do this, Hyundai performed an action by the agency Innocean Spain. The automobile firm wanted to pay tribute to the presenter with the creation of a special emblem designed by Jorge Cartes, a Madrid doctor known internationally for the manufacture of patches for space missions.

The patch, as the brand expresses in a statement, reflects the values ​​of Jesus and is inspired by its relationship of more than 4 years with Hyundai. Thus, it consists of the silhouette of Jesús Calleja, of a rocket taking off, and the Ioniq 5 car on Earth, “that reflects the latest in Hyundai’s technology and innovation, as well as its commitment to the planet” It also has five stars that “They represent the five electrical technologies of the company”, As well as with the moon and Mars.

Jesús Calleja, however, did not seem to wear the patch created by Hyundai in the blue monkey that he dressed during the flight, which is Blue Origin’s own and that the other crew of the mission also took.

The story could be seen within the framework of the retransmission, which had the dissemination of the piece created next to the producer Zanskar. However, the car has also had a presence with a shorter piece, of 20 seconds; Brief promotional videos and a prescription in the “Telecinco Deportes” space.

Technical file

• Title: “Hyundai accompanies Jesús Calleja to Space”
• Advertiser: Hyundai Motor España
  • Customer contact: Elena Gris, Margarita Rodríguez, Ana María Paredes, Marta Fouz
• Agency: Innocean Spain
  • Accounts: Isabel Ocaña, Paloma Benito, Laura Fernández, Sofía Mariana Ungedda
  • Executive Creative Director: Oscar López-Sainz
  • Art Director: Jaime Montes
  • Copy: Jota Benedí
• Producer: Zanskar
  • Director: Manuel Oliva Duarte
  • Executive producers: María Ruiz Calzado
  • Production Chief: Raquel Martinez
  • Photography Director: Jesús Perujo
  • Postproduction: Rafael Cano/Mario Vidal
  • Sound: Luis Pérez
  • Graph: Rafael Cano