• OLALLA URIARTE

BY UE STUDIO

Updated Monday, February 5, 2024-11:29

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Something is happening in Andalusia. (and when not?). Cradle of great and unforgettable artists, in recent years it has seen how

a whole new generation of young Andalusian talents

are not only embracing their magnificent folklore, but are also redefining and modernizing it, thus taking it to new territories. Artists who show how to touch the roots from the admiration and enormous pride they feel for their land.

Cruzcampo's new sport, 'Gitana', is precisely a tribute to all of them. To these

new faces who are breaking stereotypes

from their different artistic disciplines, showing at the same time a very personal work that, however, has an inevitable common point: the imprint of their roots, which inspire, permeate and enrich all their creations.

Everything you see in this campaign, down to the smallest detail, has an Andalusian seal. The protagonist,

the dancer Carmen Avilés,

who represents the living version of the classic television gypsy, wears an imposing 30 kilo costume created by the

designer from Jaén Leandro Cano

, whose clothes have already been worn by world famous stars such as Lady Gaga. "I have always had a special affection and fascination for this doll, since it is a sign of what runs through our blood, whether you are flamenco or folkloric, or not. It is the warmth of our home, of who we were and what we has brought us here, wherever we are," she acknowledges, which is why she was especially excited to join this project, masterfully adapting this traditional costume to a modern woman, "a strong gypsy who literally throws her ruffles behind her back to eat the world".

The designer Leandro Cano with the dancer Carmen Avilés

And boy does it do it! The doll begins a journey of self-affirmation, after an unexpected encounter with

Camarón himself (with unreleased recording as a gift)

, which is full of nods to these young Andalusian artists who, like her, are shedding all kinds of clichés to show a new and vibrant Andalusia. All you have to do is listen to how the Sevillians

Derby Motoreta's Burrito Kachimba

(on the cover) take up the baton of the great master, in charge of providing the soundtrack to the campaign with their recognizable chords of the song 'Gitana', to which they couple the piece of Camarón, achieving a perfect marriage between flamenco, psychedelic rock and progressive rock. A music that the protagonist dances to the rhythm of the

choreography created by Triana Ramos,

a dancer and choreographer who has flamenco in her veins and who has worked with artists such as Rosalía or David Bisbal.

During its tour we can also see the work of other artists, such as Sara Gómez from Triana

, creator of the brand @Artekm22.

The designer, who is inspired precisely by the tradition of gypsy costumes to make current garments and accessories, brings to the spot "polka dots and folklore, as well as a powerful and happy attitude to face whatever comes," she remarks, as shown the images of their designs hanging from the clotheslines. A revolutionary look at his land that

Pablo 'Penko' (@su_penkissima)

also defends with his work ,

an original visual artist who fuses in his works any reality with the Andalusian reality under the prism of fantasy, as we can see in 'Gitanas en la luna', a work that appears decorating the bar where the spot begins.

In a show of shared sentiment,

pride in one's roots, culture and one's own accent

, the spot ends with a choral image in which all those faces that are participating in this revolution 'made in Andalusia' appear. Added to those already mentioned are groundbreaking artists such as the tattoo artist

Jorge el del Llorón (@jlr_clavelesytribales),

a multidisciplinary creator who has managed to connect with a generation proud of carrying their Andalusian identity on their skin, as we see in an impressive tattoo in the foreground; or

the successful Sevillian musician and producer Negro Jari,

whose black and gypsy heritage permeates all of his work.

All in all, the spot becomes a sincere

tribute to the value of tradition

, to the masters who created one of the richest folklores in the world, but also to those who maintain it and reformulate it with an eye toward the future. And 'Gitana' is "a fable that has great parallels with the journey that both the Cruzcampo brand and today's young Andalusia are taking, the one that faces its future in a self-conscious way," the company states. An inspiring journey full of respect and admiration and, above all, an indisputable art that knows no borders.

Andalusian artists who star in the choral scene of the spot 'Gitana'

*Cruzcampo recommends responsible consumption.

Made by UE Studio

This text has been developed by UE Studio, creative branded content and content marketing firm of Unidad Editorial, for CRUZCAMPO