Persuade or dissuade, inform or persuade, create a need or satisfy an existing one. January 25 is advertising dayknown as San Publicitothe branch of communication that made art what it is today: another element of culture.

Although the concept of advertising is as old as the concept of selling itself (not only a product, but also a personal image of a leader, an idea, a common goal …), it gains its strength and importance in the middle of the twentieth century, thanks to the mass media and the spread of capitalism throughout the world.

The fathers of advertising in the 20th century created unforgettable icons that remain today: Leo Burnett invented the Green Giant or the Kellogg Frost tiger, David Ogilvie He established many of the principles of modern advertising and promoted brands such as Dove or Rolls Royce with his creativity, William Bernbach He built his career on the need to entertain with ad campaigns and thus build customer loyalty that endures decades later.

In the history of advertising, there has never been a single traditional media that has revolutionized it as much as television. Audiovisual formats have enhanced the resources and possibilities of the advertising message. Now these formats are adapted for mobile phones, computers, YouTube, Instagram, TikTok… but the essence remains.

Many announcements pass through our eyes, ears and mind (conscious and subconscious) without pain or glory. But others are rooted in our speech, our routine and our culture. Spain has unforgettable examples of advertising elevated to art and popular culture. Today at Advertising Day 2023, We review the history of advertising in Spain.

names and expressions

Perhaps no one has ever wondered about the origin of the expression “we accept octopus as a pet”. The mother of this phrase, which is very common in folk speech, is advertising. An ad from the 90s humorously reflected the gathering of friends they played with.”scatteredAnd so, in the midst of those fights and friendly squabbles, that phrase was born that has remained in our culture.

Surely we all know Eduardo. And they’ve probably ever complained about the story that repeats itself every Christmas: someone reminding them, “Hi, I’m Ed, Merry Christmas. Hi, I’m Edu, Merry Christmas. Hi, I’m Ed… Duplicate Ad Airtel to promote 3 months of free calls in 1999.

A slightly more recent, albeit 10-year-old, example of “Pablito’s bathroom”. Breeze touch filled the television channels with Pablito, a boy who claimed that all his friends “wanted to poop in his bathroom.” Everyone remembers Pablo. In Argentina it was adapted from “Carlitos” with the same formula.

Celebrities in unimaginable situations

“It’s the same… but it’s not the same.” Perhaps this phrase has also found its way into the speech of many. He belongs to no more and no less than the great Rocio Jurado. But it was not an advertisement for a sector that its fans could imagine: fashion, beauty, luxury… no. Was for titanlux, enamel paints. That surprise, that unpredictable factor, made the ad memorable… which is what good advertising is all about.

All folklore women joined this trend. Lola Flores has also joined the brand. titanlux (let’s not forget his AI-recreated Con Mucho Acento commercial by Cruzcampo) but also Carmen Sevilla and Marisol starred in an advertisement for the most famous drink: Coke.

Lately, although not as folklore, we find unpredictable alliances like the alliance Carmen Lomana advertise Hisense refrigerators or, even better, eat a hamburger from Burger King. Royalties eat royal food.

Advertising and music are always hand in hand

Jingles, i.e. songs for promotional purposes, have always been a great success in Spain. Unforgettable “I’m the same black from Tropical Africa” ​​author ColaCao (something that perhaps would not be the case today due to allusions to race).

Others are “sacatún que pen, que sumun que tun” bald tunatongue twister, which surely someone has ever tried to repeat while it was played on television, or “My friend, only you will find firewood” from Amstel. Or the pilgrimage of some famous dolls at Christmas: The Famoza dolls are heading towards the portal…

Although these songs were created specifically for advertising, music always plays an important role. Pepsi brought together great musical figures such as Britney SpearsBeyonce, Pink and Enrique Iglesias in a Roman circus to fight… and sing “We Will Rock You” by Queen. An image that, as some of them have already become legends of music and pop culture, has remained for posterity.

Humor, always present in advertising

Perhaps in other cultures, humor is not a widely used resource. There are many in Spain, with great recognition from the public. Mixed He always had a very playful and hooligan communication: the Willix duck, the flying pig or Chinese cats, who always played rock-paper-scissors.

Brand lemon and nothing He invited us to enjoy the simplest things. Under this pretext, they launched a campaign in which a child opened a gift with a cry of “Wand!” It’s so simple and so memorable.

And links that make you laugh when you first see ads, how can you forget them. Referring to the collision with Operación Triunfo, entertaining took as an image genoia in a campaign that traveled all over Spain, during which the singer looked at the camera and said: “Does your company charge you… or does it not charge you?”, referring to the alleged cobra that Bisbal made Chenoa at the concert.

Be careful with ads: they can also hurt

Some very ambitious campaigns have led brands to a reputational crisis. Pepsi filmed an advertisement in 2017 in which Kendall Jenner she appeared as the savior of a fight between protesters and police. Decision? Plain Pepsi. Netizens found the ad parody of how protester Jesha Evans peacefully clashed with two policemen at a street demonstration against racism.

Lately, Balenciaga He had to apologize for the campaign that linked children to sadomasochism. The campaign was also quickly abandoned.

Lowe it has also been the center of criticism due to a 2012 advertisement in which they attempted to appeal to youth. Using familiar faces like Martin Rivas, they tried to reflect the society of the time. But phrases such as “the best in Spain are Spaniards”, “falling in love is super cool” or advice on how to kiss beautifully did not help. At least not to improve the brand image. They really helped turn ads into a trending topic and fill social media with memes.

Although his advertisement was not removed (although it was banned in cinemas and on some TV channels), Calvin Klein it also bordered on scandal 40 years ago. Brooke Shieldsthe youngest model in history to be on the cover of Vogue (only 15 years old), starred in an ad that provoked viewers that same year.

Do you know what’s between me and my Calvins? Nothing like that.” With this meaningful phrase, the ad did not pass the filter of many networks. But he fulfilled this rule “so that they speak well or that they speak badly … but so that they speak.” To some it will seem bold, to others unacceptable, but what is certain is that Calvin Klein was on everyone’s lips.

Little piece of culture

Regardless of the results, advertising in Spain has managed to gradually rise to the category of culture. It fills not only televisions, but also newspapers, magazines, streets, tents and our everyday conversations. “Hey, have you seen the commercial…?”

While audiovisual advertising has great power, don’t underestimate radio advertising (the song “Los Fernández are very friendly” or Carglass), creative street advertising (such as filling cities with giant Star Wars heads). or other formats like product placement or product placement (representing a product in an audiovisual production, as happens with Estrella Galicia beer in the successful La Casa de Papel series).

Advertising in Spain is fed by its culture, and the culture of Spain is fed by advertising. A symbiosis that enriches our expressions, references, conversations, experiences… A small piece of culture without which our memories and our daily lives would not be the same. Happy holy ad.