2024-01-22 11:22:56
Updated: Jan 22, 2024 | 10:22
22 ene 2024 | 10:21
After revolutionizing the entire staff by resurrecting Lola Flores, Cruzcampo has managed to revive the flamenco doll herself from the television to present an unreleased song by Camarón de la Isla. Hearing the voice of the flamenco genius again from an unreleased recording is a luck that is not enjoyed every day. But this time he comes accompanied by beer with his hallmark, and the “gypsy”, which he revives in our times to defend his ‘accent’. You can see it in its entirety in the video that heads these lines.
Let’s go by parts. Yes, Camarón liked the Cruzcampo and he didn’t want anyone to take it away from him. Thus we can hear it in the latest advertising campaign of the beer brand with which he transcends the mere advertising advertisement. This is an unreleased recording recorded in 1989 during the recording of the album ‘Soy Gitano’, in which the artist dedicates a bulería to Cruzcampo beer.
“It came from the heart, without obligation,” notes guitarist Tomatito in the short documentary in which that legendary recording is recorded. “I don’t leave Cruzcampo, I don’t leave Cruzcampo” is the version that Camarón improvised from an old bulería, as Diego Carrasco, a witness of that moment, remembers.
With the collaboration of his family and friends, among whom is his widow, Dolores Montoya ‘La Chispa’, the independent production company Agosto, with the help of the Ogilvy agency, manages to faithfully reconstruct the story behind this old recording that emerged during one of those moments of camaraderie after the marathon recording sessions. “Camarón loved to laugh and Cruzcampo was the beer that always accompanied us, the one we liked. Something that arose as a joke, he was able to turn it into art. That’s why he was a genius,” explains Tomatito.
The gypsy who revives
But, before Camarón, in the two-minute long spot, another flamenco great appears. ‘Con Mucho Acento’ is the name of a campaign that starts at the point where the multi-award-winning Cruzcampo campaign starring Lola Flores left off. ‘Gitana’ is a fable in which a classic doll, one of those placed next to the television, wakes up upon hearing the words “the accent is your treasure” from the Pharaoh’s mouth.
The gypsy is none other than the actress and dancer Carmen Avilés, who walks through the streets and avenues of Jerez de la Frontera and Cádiz with her third in hand and starts dancing to a choreography by Triana Ramos, responsible for the Motomami tour of Rosalia. In this way, the brand aims to elevate the Andalusian cliché souvenir into another identity figure in the same way they did with the successful Lola Flores campaign.
Andalusian references are visible through the talent of the many participants in this campaign. Leandro Cano from Jaen is responsible for the design of the gypsy dress that Avilés walks around in, 30kg of fabric that had to be replicated for the most moving scenes, the brand says. In turn, Cano has been advised by Ernesto Marín, son of the founder of the legendary Muñecas Marín, originating in Chiclana de la Frontera (Cádiz).
Another connection between young talent and tradition comes with the culmination of this “fable”, that magical meeting of the protagonist with Camarón de la Isla. Those responsible for putting music to this spot and adapting Camarón’s song are none other than Derby Motoreta’s Burrito Kachimba, the Andalusian rock group with psychedelic overtones whose style they call themselves “kinkidelia.”
But the story does not end there, the references are in every frame and the cast of participating artists is infinite: the artist Jorge el del Llorón has created the tattoo that Gitana has on her arm, garments from the designer and artisan behind KM22, Sara Gómez, they hang from the ropes of the houses; The Sevillian musician and producer of Senegalese descent Negro Jari appears among the crowd of young people at the end, as well as the content creators Mala Cara and Penko, whose works decorate the bar where the spot begins. Even the singer Martirio appears as if she were passing by. It is still a beer advertisement, but if it is about works like this and with Camarón involved, they can interrupt the programming whatever they want.
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