A Guide to Spanish Immortal Creativity
September 5th is but days away, which means the Immortal Awards entry deadline is almost upon us. To mark the beginning of judging, LBB is showcasing some of the work that sets the bar for our juries and leaders in the industry.
With the spotlight turned on Spain for this edition, we asked former and current members of our localised Spanish jury to choose their favourite examples of the nation’s most iconic and enduring creativity. The handpicked showcase ranges from ‘80s deep cuts to contemporary campaigns, emotional to artfully absurd, and covers everything from automotive to fashion to the famous Spanish Lottery. Of course, Spanish creativity goes far beyond our introductory taster, so let us know if your favourite is missing.
The Immortal Awards entry system is now open and you can get your entry in here until September 5th 2024. All entries must be made for a commissioning client, and must have first aired, broadcast, displayed, launched or published between September 1st 2023 and August 31st 2024.
TVE Spanish Television – Patinete (Scooter) / Maleta (Suitcase)
Your heart is about to melt. These ‘80s spots for public television broadcaster TVE advocate for sensible television habits with the unbearably sweet and incredibly talented Pippin the dog. She tries everything to win the attention of a child who’s glued to the television screen – and I mean everything. She even rides a scooter, for goodness' sake. Rejected and dejected, ‘Maleta’ sees her pack up her suitcase, paw a final goodbye to her human, and leave for a better life.
The spots won Contrapunto BBDO a Cannes Lions Grand Prix – the first time a Spanish ad had received such recognition.
“That ad marked my childhood and that of an entire Spanish generation,” reflects Susana Perez, ECD at Proximity Madrid. “These days, I’ve been remembering it because the film tries to raise awareness about the use of television during childhood, just as we are now concerned with the use of mobile phones, and as we were once with books. I wish we had a Pippin today to help us teach our children how to use technology.”
Tomás Ostiglia, ECD at LOLA MullenLowe, expands, “Imagine the moment when television has just been born, and children cannot tear themselves away from the screen in the face of a proliferation of entertainment options. Then comes the Spanish public television, with much courage and elegance, creating an ad to raise awareness about the power of TV, using a child's true best friend, their pet, in a really surprising way. It’s a great way to exaggerate the benefit of the product, the magnetism, and the power of that great screen, while also delivering a social, profound, important, and positive message for the childhood of all kids and also for the brand’s image.”
BMW – ¿Te gusta conducir? (Do you like to drive?)
Check any list of Spain’s best ads, and BMW is almost certain to pop up (multiple times) with work from SCPF. Simple yet so effective, this classic from 2000 homes in on a visual anyone who relishes the joy of driving will recognise: a relaxed hand enjoying the breeze out the car window. Just three words are spoken at the very end of this commercial that barely even shows the car – it’s the experience that’s being marketed. And it boosted BMW sales by more than 11% in the first year.
Ricardinho Franco, group CD at DAVID Madrid, talks about his first viewing, “I was in college in Brazil many years ago, and one of my teachers had a CD-ROM (yeah, it was that long ago) with famous campaigns from all over the world. One of the ads on it really stuck with me. We talked about it in class that day, and I’ve always had it in the back of my mind.
“Fast forward to 2023, I moved to Madrid. I honestly didn’t remember that this spot was Spanish. But to my surprise, people here still talk about it — those who saw it when it first aired and even those who were just kids back then. If an ad made more than 20 years ago is still being talked about and written about, I think it’s safe to say it’s immortal.”
No Somos Delito - Holograms for Freedom
This outstanding 2016 campaign made my jaw drop. In response to Spain’s controversial ‘gag law’, which would place heavy restrictions on freedom of expression and assembly, No Somos Delito (We Are Not Crime) fought back in the only way the law allowed it to: introducing history’s first holographic protest. Thousands of people uploaded their images, voices, and messages to participate in the demonstration, which makes for deeply impactful viewing. As if 16 Cannes Lions weren’t enough, it also won awards at D&AD, One Show, Clio, LIA, and more.
IKEA – Proudly Second Best
“DAVID Madrid’s campaign for IKEA beautifully and elegantly highlights the bond between parents and children with astonishing simplicity,” says Proximity Madrid’s Susana. This recent series of stills for IKEA showcase its baby furniture – a high chair, step, and cot – standing well-intentioned but unused beside parents who can function as all those things and more.
“Only a leading brand can step aside and proudly present itself as the second option. I love it because it’s simple, has a touch of humour, and on a deeper level, it reflects a social trend of new parenting models, making the consumer smile with a knowing nod to the brand, feeling connected to the small everyday situations depicted in each graphic. It’s a campaign that also has a video component, but honestly, it’s not necessary; the image speaks for itself.”
Evax – Soy tu menstruación (I’m your period) / Viajes (Travels)
“Hi. You don’t know me… I’m your period.” Decked out head to toe in red, the protagonist in sanitary product brand Evax’s spots thought she’d be a menace… but those whom she pops in on won’t bite. They’re not doing extreme sports in white miniskirts – they just have a pad on hand. No fuss. Nonchalant.
That hasn’t stopped the monthly visitor becoming a Spanish icon, though. According to Saray González Álvarez, global CD at LOLA MullenLowe, “Today’s period product ads often feel out of touch. But back in 2001, SCPF had a much more realistic approach. Their ad featured a woman in a red dress popping up in unexpected places, declaring, ‘I’m your period’. It was so memorable that in Spain, you can’t wear all red without someone making that joke.”
Pay TV – El pueblo en el que nunca pasa nada (The town where nothing ever happens)
Welcome to the sleepy town of Miravete de la Sierra, where nothing ever happens. In 2008, the year of this campaign’s broadcast, its population stood at a paltry 12. Practically no one knew about it.
It was at that time that Conect (Specialised Council of Pay TV Thematic Channels) needed to prove the efficacy of advertising on its channels. Spying a golden opportunity, agency Shackleton chose to promote the unpromotable exclusively on Pay TV, sit back, and watch the results come in.
A series of four spots, each with a wonderfully dry sense of humour, were launched starring Miravete’s loyal inhabitants. Like seeing new faces? In Miravete, it takes 12 seconds to see them all. Rush hour is just when they go to buy bread. How long has it been since nothing happened to you? This truly unique approach quadrupled awareness of the town in just the first month, thousands were visiting its website, and blogs as far as Russia were writing about it.
BMW – Fíjate en ti (Look at yourself)
BMW’s back again, this time with ‘Fíjate en ti’. Isa Espona, ECD at 14 Agency, highlights its significance. “This ad was not only a commercial success, but it also marked a turning point in advertising in Spain, changing the way other brands designed their campaigns. Instead of focusing solely on the product, this ad highlighted the consumer and their aspirations. At a time when car ads typically emphasised technical features or showed the vehicle in action, BMW broke the mould by presenting a driver-centred, emotionally-driven approach.
“This paradigm shift helped position BMW as a brand that truly understands and connects with its customers' personal aspirations. The campaign, with its inspiring narrative, powerful copy, and striking visual aesthetics, proved to be both memorable and ahead of its time.”
Spanish Lottery - Justino
The Christmas Lottery is a cultural ritual in Spain. Every year, millions head out in the cold to purchase a ticket at one of the lottery booths, to be in with a chance of winning the grand prize, known as ‘El Gordo’, or ‘The Fat One’. As each ticket is actually divided into 10 cheaper parts, it allows family and friends to split the cost and the potential earnings by buying one together.
It’s this tradition of sharing that the Spanish Lottery and Leo Burnett Madrid’s ‘Justino’ spot celebrates, beautifully animated by Passion Pictures. In 3.5 minutes, a mannequin factory’s nighttime security guard captures the imagination of his daytime colleagues, and eventually, their hearts too. It’s a warming experience that’s simply timeless.
IKEA – Welcome to the Independent Republic of your Home
IKEA’s also made a comeback, this time with SCPF. Its 2006 campaign celebrated homes as sacred spaces, each with their own unique dynamics – like tiny societies. “Studies at that time showed that for most Spanish people, their home (understood as both family and residence) is the most important thing in their lives. An observation that applies to almost any society,” notes LOLA MullenLowe’s Tomás. “This is why IKEA presented this great concept: your home is an independent republic with its own rules, boundaries, or even lack thereof. A perfect thought that shines as much in this first execution as in the countless pieces they continued to release over the years. A masterclass in copywriting. I am an absolute fan of this idea.”
Estrella Damm – Formentera
Spain is loved for its sunshine, sea, and way of living, and it's exactly this 'Mediterráneamente' vibe that Estrella Damm aligned itself with in its ‘Formentera’ spot, sparking a brand concept which has endured over time.
Isa at 14 Agency, explains, “This approach not only enhanced the brand but also associated it with values of authenticity, quality, and relaxation. Instead of relying on traditional advertising tactics, the campaign employed an innovative visual storytelling style, creating a summer story with highly relevant musical importance, in which everyone wanted to see themselves reflected.
“This method not only captured attention in a saturated market but also elevated the brand's message to a desirable lifestyle experience. Altogether, ‘Mediterráneamente’ demonstrated how visual storytelling can transform a campaign into a culturally resonant and meaningful experience.”
Magnum – Find Your Summer
This next campaign also seeks out that summer vibe… in winter. “It solves one of the most classic marketing problems: how to sell ice cream in winter,” notes Javi Iñiguez de Onzoño, CD and co-founder of Officer & Gentleman.
The 2024 fresh take on ice cream marketing from LOLA MullenLowe features cloudy skies, scarves, and close-packed office blocks. But every cloud has a silver lining, and when the sun does peek out, the Magnums are out too. ‘Find Your Summer’.
Javi continues, “[It’s] the kind of classic ad that makes you fall in love again with your job. Great insight, amazing concept, beautiful craft. Using a resource that, although it has been used many times before, could hardly work better than with this concept.“
Burger King – Stevenage Challenge
In 2020, Burger King and DAVID Madrid decided to sponsor the football team at the bottom of England’s fourth division: Stevenage FC. Why? To get the world’s top players wearing Burger King branded merch (virtually in FIFA 20) and become a viral sensation.
Ricardinho, who joined DAVID Madrid years later, comments, “I remember seeing this idea for the first time and thinking, ‘Damn! I wish I’d thought of this!’
It hits me on so many levels: I’m a die-hard soccer fan, I play FIFA (not that well) , and I believe the best ideas in advertising don’t feel like ads — they just blend into culture and connect with people.
Why is this idea immortal to me? Because since I saw it, whenever I think of a ‘UGC campaign,’ ‘sponsorship campaign,’ ‘sports campaign,’ ‘gaming campaign,’ or ‘social-first campaign', the Stevenage Challenge always pops into my head.”
LOEWE – Madrid Oro Collection
This LOEWE spot had viral influencers before viral influencers were even a thing – and it’s the controversy it whipped up that made Saray at LOLA MullenLowe select it. “You might not believe it, but in 2012, Loewe was seen as a bit outdated. So, they rolled out this campaign to appeal to a younger crowd. It caused quite a stir, becoming one of the most talked-about – and criticised – ad campaigns ever in Spain. But it was also one of the first viral videos, way before influencers were a thing. Despite the backlash in 2012, campaigns like this are now commonplace. That’s why I think it’s a timeless piece of advertising.”
C. Tangana – Oliveira dos cen anos (100 year old olive tree)
To celebrate 100 years of Galician football club RC Celta de Vigo, artist C. Tangana and Little Spain teamed up to deliver a moving cultural anthem. As Javi at Officer & Gentleman, notes, it’s “a film that captivates you from the very first second. With incredible craft, it manages to convey the history, tradition, and magic of a region as unique as Galicia with the identity of a club like Celta in a way that not only resonates with different generations of the club's fans but also with any football enthusiast, who can feel connected and experience the passion that this anthem conveys.”
Every member of LBB is entitled to up to five entries. The full list of rules, including eligibility dates, can be found here. If you’d like to enter the Immortal Awards but you’re not yet a member of LBB, sign up here today.
If you have any questions about The Immortal Awards or need any help with your entries, please contact awards directors Paul Monan and Emma Wilkie.
Thanks to our wonderful Immortal Awards partners
JSM Music
Boomtown Productions | Our Lego Agency | Park Pictures
The Lift | Whitehouse Post
86Tales | Banjoman | Brill Building | Chelsea Pictures | Company 3
Framestore | Screen Scene | Zulu Alpha Kilo
ARC Edit | Fin Design & Effects | Gramercy Park Studios
Kruger | Ridley Scott Associates | UNIT
