• Netflix Christmas slam, by Lindsay Lohan, and other Christmas movies

Something hides the grandfather, locked in the bathroom.

He steals a lipstick, buys eyeshadow before the astonished look of the cashier.

He secretly puts on makeup

.

He practices to excellence.

He erases the lipstick as soon as he hears a murmur.

Don't get caught, what would they think?

.

If there is a splendor time for advertising, that is Christmas, and this long weekend has brought with it the most commented campaign of the year.

"The goal was to create a very emotional piece, very powerful and that moved things inside, and it has turned out very well for us."

Lucas Paulino

, executive creative director of

Ruso de Rocky,

the agency behind the latest

J&B Spain

spot

,

does not hide his satisfaction

.

It is not for less.

The trend thermometer that is Twitter exploded this weekend with its story of marked trans vindication, and the final firecracker came from the hand of an unexpected ally:

Macarena Olona

.

«Family is the key to the closet that encloses our identity.

Love, understanding, freedom », tweeted the former parliamentary spokesperson for Vox to the astonishment of a large part of her followers.

«You insult because

your concept of family is indecently exclusive

», She defended herself after a barrage of attacks,« you are sectarians».

Beyond the controversy, the whiskey advertisement keeps the classic structure of the Christmas story, only told from another point of view.

"It's the best time of the year to talk about magic," confirms Paulino, "what you have to find is your own way of approaching it."

That of the brands in the great campaign of mass consumption is

the chronicle of an announced war

, a bombardment of similar messages in which whoever differs wins.

Pure media strategy.

It is the best time of the year to talk about magic, but you have to find your own way of telling it

Lucas Paulino, creative behind the J&B campaign

If Christmas is the great time for shopping, it is also the time of year when we watch the most television.

And channels and platforms are no strangers to opportunity.

Nor to the fact that

Christmas no longer starts with the Lottery

, but much earlier.

The bridge is the starting signal for the Christmas programming on

Movistar Plus+

, which reserves the best family film releases for the days when TV is almost never seen alone:

​​«There are lights on the streets, it is time ».

If there is someone - or someone

-

an expert in family movies for the after-dinner meal in Spain, it is Peli de Tarde, the Twitter account that claims "that much-maligned film genre."

Respond by email and on condition of anonymity.

«If since November they offer us films in which their protagonists live an eternal Christmas, the wait becomes more bearable.

And it is appreciated”, he alleges, “its broadcast should begin as soon as Halloween ends: suddenly go from terror to Christmas, so that the impact is greater (although there are some Christmas ones that are terrifying)”.

His ironic reviews of after-dinner cinema delight even the most fans of romantic comedy or the easy classic

thriller

.

What ingredients would you put into the perfect Christmas movie?

«The most repeated plot is that of the successful city businesswoman who, for some reason, must travel to a small town in Vermont (usually her hometown).

She usually hates that time of year until she meets her ex, a humble vet who helps her believe in Christmas again.

Thus, she ends up abandoning her successful career in the city to live in the small town baking cookies in the shape of snowmen ».

Unbeatable.

The broadcast of Christmas movies should start as soon as Halloween ends: go from terror to Christmas at once, so that the impact is greater

Afternoon movie

If linear television programming focuses, in addition to the aforementioned afternoon movies, on dressing up its usual programs for Christmas, with specials from its flagships on prominent days, the flexibility of the platforms allows us to bet on

a 24-hour Christmas special .

hours

.

Movistar reserves its great weapon for the school break: a

pop-up

channel that offers family from morning to night with a themed

prime time

that brings together major productions, from Spanish comedy to eighties movies, including a

Men in Black

marathon night under the name

Vacations by M+

.

"People keep turning on the TV to see what they put on," they say.

Its key policy is to offer "safe programming for the whole family that the little ones can watch without parental supervision."

People keep turning on the TV to see what they put on.

The key is to offer programming that children can watch without parental supervision.

Movistar Plus+

Christmas is the great moment of the audiovisual universe, and surreal proposals can emerge from the fierce battle to twist the classic tale.

We turn again to the expert advice of Peli de Tarde.

«There is a crazy movie called

A karate Christmas to watch

(a karate Christmas miracle), in which a boy imposes himself 12 tasks to complete before Christmas, because he believes that this is how his missing father, who is left for dead After an attack committed in a theater by some crazy clowns, he will return home.

One of those tasks is to get a black belt in karate, hence the title”, says this compulsive consumer of B-movies, whom we refer to as a generic masculine for lack of more information.

«I never really finished understanding it at all.

She is too complex

».

According to the criteria of The Trust Project

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