Although, as in the last campaigns, the protagonist is humor, Campofrío has taken his announcement for Christmas very seriously. A production team of more than 60 professionals, about 100 members, a selection of comedians among which David Broncano , Yolanda Ramos or Susi Caramelo stand out and a fun round of cameos with Jordi Hurtado , Josep Pedrerol , Iker Jiménez or Cristina Pardo a The head meets under the direction of the filmmaker Daniel Sánchez Arévalo in a spot that took place during three marathon days, with Paper as an exclusive witness in one of the locations: a rural farm located in the Madrid town of Valdemorillo.

The first image that this newspaper encounters upon arriving at the place surprises: oblivious to the cold, dressed in a light pink-colored suit, Boris Izaguirre on the back of a horse receives the latest make-up touches. The joke that follows on the scene refers to the political news: "The horse of Santiago ..." In each of the repetitions of the shot, the team behind the cameras burst out laughing. "The focus of the advertising of Campofrío is the sense of humor," explains Raquel Martínez , creative director of the McCann agency and responsible for the last nine Christmas campaigns of the brand of sausages. "With irony and some intelligence you can talk about everything," he adds.

The horse of Santiago - real name Chocolate - is not the only nod to the political news of this announcement. There are also references to the price of the chalets in which the caste no longer lives or a future AVE line between Madrid and Brussels to facilitate the movements of one Puchi . "Campofrío campaigns have the ability to touch on complicated issues, but in a non-offensive way," says Santiago Martínez , publicist responsible for the company's account at the McCann agency.

If last Christmas the central argument of Campofrío's announcement was the risk of a "luxury good" such as humor in the face of certain attempts at restriction, this year the focus is on the fake news . Javier Gutiérrez acts as a master of ceremonies and of thread in the succession of sketches of which the spot is composed. His role is that of an entrepreneur who sets up a startup dedicated to manufacturing fake news tailored to the consumer. "The line between information and misinformation is already so thin that it gives a lot of vertigo," says the actor as an argument of the total relevance of the issue that is the campaign. "We have a lot of responsibility in what we want to believe," he adds critically: "You choose the radio station you want to listen to, the newspaper you want to read or the television channel you want to watch." In fact, the spot starts with a very significant fact: fake news is shared 70% more than real news.

Boris Izaguirre, after completing without accident his horse scene, adds to the reflection. "We have to do a great campaign to generate more responsibility for false news on social networks," he says. "To not be part of that, it is you who have to take the first step, " he says.

The announcement that opens today began to be devised in June. At the gates of summer advertising creatives began the search for ideas with an eye on Christmas. Different script versions were prepared for months until the final one was set in mid-November and the recording was made. «We seek to tell a story and give it a cinematographic entity», explains Sánchez Arévalo, who has told for this work with his director of Photography, Álex Catalán (winner of the Goya for The Minimum Island ). Its work is to give unitary coherence to a mini short film built by different gags starring professional actors, celebrities and, this time, some journalists who have agreed to participate in a commercial initiative that campaigns for sausages but also against fake news

"The fundamental thing is that they make themselves," says the director about the work of the participants less accustomed to the environment, as in previous years Jaime Peñafiel , Iñaki Gabilondo or Judge Garzón did . "It's about laughing at yourself, but not ridiculing," explains Sánchez Arévalo. "It's an ad with a sharp fang, but not enough to be hurtful," concludes Javier Gutierrez; and also his colleague Yolanda Ramos : "The limit of humor resembles friendship, if your friend comes and spits you in the head, he will be your friend, but he is an asshole."

The production work of this announcement, which in its longest version will consist of three minutes, but that its format for television will be reduced to 90 seconds in the first days and 60 in the following countries, has also led to the creation of a whole corporate brand The company led by the character of Javier Gutierrez has its own name (Fake Me), logo (with the image of a Pinocchio as an icon) and headquarters in a complex of royal offices located in the Polygon of Las Mercedes in Madrid, where it had to record on the weekend to adapt, decorate and give the space its own atmosphere without interfering with the workers in those offices.

And as a classic in this classic Christmas, there is no lack of an essential nod to the eternal Chiquito de La Calzada , who, really, is still in the hearts of many people in this time of fake news .

According to the criteria of The Trust Project

Know more

  • Madrid
  • David Broncano
  • LOC

MadridPolémica for linking "alleluia" with "orgasm" and "Christmas" in an ad in the Metro de Madrid

Social services Madrid will have more than 500 seats in the cold campaign despite the "social emergency" with refugees

Macarena Olona, ​​the iron lady of Vox: a baby in her Porsche Panamera