“You have no choice but to come to this city with so much talent, capable of moving people like no one else.” The president of the Junta de Andalucía, Juanma Morenothus summed up the spirit of the tourist campaign “Surrender to the Andalusian hustle”, presented on the evening of October 29 at the Manuel de Falla auditorium.
The commercial, lasting just under two minutes, is the second part of a promotion launched last year which has had “global success and impact”, said the president, who praised the “courage of the ministry”. Tourism – manager was also present at the event, Arturo Bernal– and the “creative capacity” of the Ogilvy agency, represented at the event by its two creative directors.
Moreno explained that the objective of the advertisement is very clear. “This represents the love that we want between the citizens of the world and Andalusia, the impossibility of abandoning oneself to its historical heritage, to the strength of this city”, he stressed, to emphasize straight away strength of the sector.
The figures speak for themselves: 34 million visitors in 2024 and an impact of 25 billion, but also “a commitment to quality rather than quantity” which, according to him, works. “We are on the right track“, generate sensations different from those before, innovate”, he underlined.
The President of the Council, at another point in his speech
The protagonist absent from the event was the musician Hans Zimmer, author of award-winning soundtracks such as Gladiator or The Lion King and responsible for the music which constitutes the common thread of the spot. Even if he wasn’t that absent: a video was released showing his gratitude.
In “Surrender to the Andalusian Crush” characters subject to Andalusia appear, like the director Orson Wellesbut also icons of the earth, like Federico Garcia Lorca either Paco de Lucie. The narrator explains in English (subtitled) that this is the place where Julius Caesar cried and where Napoleon was defeated, a land “where history has been rewritten again and again.”
Javier Senovilla and Juan Pedro Morenocreatives at Ogilvy, also highlighted the role of music in the campaign and the message it transmits, which, they recall, was not designed by them but by the Council itself in an official document. “There they told us that they did not want the advertisement to be a continuation of the previous one, that they wanted to tell the same story, as is the case in Kill Billwhich has two parts but is the same film. There was no need to make another different announcement because Andalusian Crush is still relevant,” they stressed.
Bernal, Moreno, Mayor Marifrán Carazo and Rocío Díaz
Creative people understand that with this revolutionary idea, we also take a step to break the molds, to “dismantle clichés and stereotypes of Andalusia”, without renouncing its roots. From there appears its Holy Week – repeats the Music of bugles and drums, which was also in the first part – or its eternal monuments.
THE Orchestra of the City of Granadafor the rest, performed Zimmer’s score and closed the event with a piece by an illustrious adopted Grenade: suite number 1 of “Les Trois Hauts de Forme”, by Manuel de Falla.
