Camarón dedicates a song for Cruzcampo beer

24-Jan-2024
Heinken Espania

Camarón dedicates a bulería to Cruzcampo beer

Just 3 years after 'Lola', comes the new installment of 'Con Mucho Acento', which starts where the multi-award winning Cruzcampo campaign left off. Gitana' is a fable in which a classic doll, one of those that used to be placed next to the TV, wakes up when she hears the words "the accent is your treasure" from the mouth of Lola Flores and embarks on a journey of self-discovery to show herself to the world with pride.

Heineken Espania

Camarón dedicates a bulería to Cruzcampo beer

Gitana' has its climax in the magical encounter of the protagonist with Camarón de la Isla, during which the original voice of the flamenco genius can be heard three decades after his death. This is an unpublished sound archive, recorded in 1989 during the recording of the album 'Soy Gitano', in which the artist dedicates a bulería to Cruzcampo beer: "De la Cruzcampo yo no me quito, de la Cruzcampo yo no me apartto". Thanks to the collaboration of his family and friends - Dolores Montoya 'La Chispa', the guitarists Tomatito and Diego Carrasco, or the producer Ricardo Pachón, among others - Cruzcampo has managed to faithfully reconstruct the story behind this old recording that emerged during one of those compadreo moments after the marathon recording sessions. "Camarón loved to laugh and Cruzcampo was the beer that always accompanied us, the one we liked. Something that came up as a joke, he was able to turn it into art. That' s why he was a genius," Tomatito explains.

"To hear Camarón's unmistakable voice again is a gift for all flamenco lovers. For the brand, hearing the word 'Cruzcampo' in his mouth is further proof of the relevance that this beer has in our culture. A sonorous discovery and a treasure of incalculable accent that today, at last, sees the light", explains María Ruiz Sanguino, head of Cruzcampo.

For the staging, the team was inspired by Carlos Saura's theatrical cycloramas, costumes and camera movements. In this dreamlike atmosphere, the silhouette of Camarón can be glimpsed, alluding to the famous cover of the album 'La Leyenda del Tiempo', which elevated his figure and flamenco to a new level. The dance that accompanies the bulería is the work of Triana Ramos, the choreographer of Rosalía's 'Motomami World Tour', and the music is by Derby Motoreta's Burrito Kachimba band, who have adapted their song 'Gitana' for the Cruzcampo spot, adding new textures and with a special arrangement to fit Camarón's original voice.

THE REBIRTH OF THE TELEVISION DOLL. FROM CLICHÉ TO ICON. This classic doll, which was present for decades in many Spanish homes, gradually became a stereotypical object. Today, Cruzcampo recovers her as the main thread of its campaign, shaking off the dust and clichés to present her as an icon: a renewed 'gypsy' proud of her roots and her uniqueness.

The imposing dress weighing more than 30 kilos worn by the protagonist, actress and dancer Carmen Avilés, is a creation by Leandro Cano. More than 3,000 hours of work to bring Andalusian trades and craftsmanship to flamenco haute couture. "It is a traditional costume for a modern woman, a strong gypsy who literally throws the ruffles on her back to eat the world," explains the designer from Jaén. During the process, Cano was advised by Ernesto Marín, from Muñecas Marín, to dress one of the dolls from the now defunct Chiclana factory with a miniature replica of the costume.

Gitana' was shot in 35 mm film format over four days. Three in the streets and avenues of Jerez de la Frontera and Cadiz and one more to convert the old prison of El Puerto de Santa Maria in a set. In fact, Andalusia is one of those invisible characters that help to understand the transformation of the character. In the piece, many of its faces can be seen: a more traditional, rooted in the streets and its bars where people play dominoes and drink snails in crystal glasses; little by little it mutates into more open, modern and bright spaces to end in a great aerial shot where you can see all those young people who "have stayed" and who look to the future proud of what they are and where they are from.

The film delves into Andalusian popular culture, present in every frame, such as the one dedicated to the sevillanas singer El Pali or the rocker Silvio. In this journey, it also crosses paths with Martirio, who makes a cameo as a pioneer of the modern gypsy women 'arreglás pero informales'.

"Gitana' is a fable that has a great parallelism with the journey that the Cruzcampo brand is making, and also with that of the young Andalusia that faces its future in an uncomplicated way, as the protagonist says 'here I am'," Cruzcampo explains. The spot ends chorally with the participation of many new faces that handle the roots to do different things. Like Jorge el del Llorón, an artist who through tattooing has connected with a generation that wants to carry their Andalusian identity on their skin; Sara Gómez (ArteKm22) who is inspired by the tradition of gypsy costumes to make urban and current garments and accessories; the Sevillian musician and producer of Senegalese descent Negro Jari; or the content creators @su_penkissima and @malacara, who interpret and merge any reality with the Andalusian one.

This new installment of 'Con Mucho Acento' is once again signed by the creative agency Ogilvy, which has relied on the independent production company Agosto and its duo of directors Nono Ayuso and Rodrigo Inada. Dentsu X as media agency and N Team Comunicación in charge of public relations complete Cruzcampo's usual team of agencies. 'Gitana' premieres at the end of January in all channels, including television, digital, social networks or outdoor and powerful communication actions such as a monumental doll 8 meters high and 12 meters wide, installed in the Plaza de Callao in Madrid. " Cruzcampo wanted to bring the doll to the forefront in its stereotypical version, and then resignify it with a clean heel," the brand explains.

Note: This article has been translated using a computer system without human intervention. LUMITOS offers these automatic translations to present a wider range of current news. Since this article has been translated with automatic translation, it is possible that it contains errors in vocabulary, syntax or grammar. The original article in Spanish can be found here.

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