The Ad That’s Getting Spain to Reassess Diversity in Casting
Spanish audiences are applauding a new campaign for spectacles brand Multiópticas thanks to its diverse approach to casting. The spot, from agency Sra. Rushmore and production company Blur, is about celebrating one’s own individual look. The tagline runs: ‘Te van a mirar, pero la mirada que importa es la tuya’ – ‘they will look at you, but the look that matters is yours’.
In order to convey that message, the team committed to a truly diverse approach to casting, bringing in people of all age groups, ethnicity and gender, as well as welcoming those with disabilities, trans people and more. Where the ad particularly hit a nerve was a scene featuring a women with scars from a double mastectomy, sunbathing topless by a pool. It’s light and happy and completely normalises cancer survivors by showing her not in the context of a ‘victim’ but as someone enjoying themselves with their family.
The Twittersphere went wild, with one Tweeter revealing that it made them ‘cry with emotion’ and another declaring it the best TV ad ‘for years’. But while it shows a public appetite for diversity in ads and TV, the industry still has some way to go.
We caught up with the team at Blur about how they cast the campaign and what it means for Spanish advertising
LBB> What was the starting point for the casting process for the ad?
Marc> Blur Films approached the casting in two different ways. The first, the more conventional - acting agencies, mostly looking for the actors who appear at the end of each of the films. The second, led by Blur’s own casting director, was a little more out of the ordinary. We did street casting and we called various organisations associated with the type of casting we wanted - breast cancer survivors, people with Downs syndrome, transexuals. And we also used personal contacts to find the perfect fit. The agency was adamant that these people were real and Blur did everything in their power to find them.
LBB > And who were the most interesting people you came across?
Marc> Being such a diverse campaign, Blur Films came across some really interesting people. The girl with the prosthetic leg had lost her leg in an operation some years back and now practices ballet to a very high level. The trans woman in the bathroom, lives in Switzerland and was found through a friend of the makeup artist. She was in Spain for 48 hours and she was delighted to take part in the campaign. We met various very brave women who had survived or were living with breast cancer. Finding the right person was complicated because there were various, very interesting candidates for the role. It was a joint decision between the agency, client and director, Marc Corominas - Ana Maria was picked for the power and energy she emitted.
LBB> What has the reaction to the ad been in Spain?
Marc> The ad has generated a very positive reaction in Spain - it has generated a lot of conversation about the need to drive raise awareness of breast cancer. Many news channels, journalists and other influential people have shared the ads in their social networks. The comments are mostly positive and are supportive of the barriers broken down in this work.
LBB> The decision to show the woman's mastectomy scars seems pretty daring - is that something that is also unusual for Spanish TV commercials?
Marc> It was a risky decision on all parts but at the same time a first. It is as unusual in Spain as it is in the UK. The brand, mó, has tried, in various campaigns, to break away from advertising stereotypes, instead supporting real beauty, without the typical advertising filters. Going in that direction we all knew we needed to confront this topic. It has generated a bit of commotion and a lot of chat, very positive in general, due to the unusual nature of the campaign, which is very unexpected from an important Spanish brand.
LBB > And what's really cool about the woman is that she is shown happy, doing something pretty normal and she is not defined by her scars - why was that important?
Marc> Everyone thought it was very important to show the girl in a happy moment. Without over dramatising her or the situation. Something that was part of her every day real life. Doing things she would have done before the operation. Marc’s ability to direct real people is seen at its best in this commercial.
LBB > As a whole, how well does Spanish advertising deal with inclusive and diverse casting?
Marc> There is a long way to go. The advertising in Spain continues to be filled with Anglo-saxon stereotypes. There are times where it looks like we live in Sweden if you judge us by the people that appear in our nation’s advertising. There’s a lot still to do.
