This isn't an ad, this is a warning Be careful with the Andalusian crush

• Ogilvy Madrid’s campaign for Empresa Pública de Turismo y de Deporte de Andalucía promotes a slogan that reflects the inner journey of those who visit this region.
• “Andalusian crush” is a worldwide campaign that seeks to position Andalusia in new markets. Brand repositioning though culture.
• The agency has chosen to put this warning in Peter Dinklage’s mouth. The Game of Thrones actor felt the Andalusian crush first hand when he filmed in Andalusia.
• The staging of the main piece breaks the industry's codes with images that are full of little tributes: from Lorca to Leonard Cohen, from Win Wenders to the Andalusian rock band Triana. 

.  “Andalusian crush” is Ogilvy Madrid’s campaign for Turismo de Andalucía, which seeks to transmit the essence of this region or, as they’d say, its art. “Of those things that really make this land a unique, genuine, one-of-a-kind place,” as stated by Juan Pedro Moreno and Javier Senovilla, Ogilvy Madrid executive creative directors.

In summer, Turismo de Andalucía’s campaign was out for tender and the briefing requested an innovative approach to communication. In the words of Lisardo Morán, managing director of Empresa Pública de Turismo y Deporte de Andalucía “our tourism promotion brand was 18 years old and we thought it was the right time for a campaign that reclaimed different qualities from those we usually highlight. There are new tourist destinations that can compete with us in terms of weather or services, but there’s something that cannot be compared or bought —the cultural wealth of Andalusia’s architecture, public figures who were born and lived here, etc. We thought it was a good idea to launch a briefing asking to build our brand from culture, from these personalities who have defined us and who have made us part of what we are today.”

“This is one of those campaigns that any agency would like to create,” said Juan Pedro and Javier. “When a client asks for such a large repositioning, you are given the unbelievable chance to lay the foundations of a mystic experience when visiting Andalusia. To do so, our first decision was to stop showing what’s on the outside to start showing what’s on the inside, the mark that Andalusia leaves on you.”

“Andalusian crush” is the slogan that reflects the inner journey of those who visit this region. This concept is much more than a motto, it is the main pillar to highlight the legacy of this land. A place that can shock you.  “And it was our duty to warn people,” the campaign creators conclude.

For Lisardo Morán, managing director of Empresa Pública de Turismo y Deporte de Andalucía “of the 16 agencies that submitted a proposal, the one that convinced us the most was Ogilvy's because it captured that idea of breaking away from everything and talked about the traveler’s transformation after visiting us.”

This isn't an ad. This is a warning 

The campaign wants to emotionally connect with both national and international tourists, shock you and move you, offering an inner journey full of hidden corners and passion through the jewels of Andalusia. It places tourists at the center and warns them about “the consequences of visiting Andalusia.”

The agency decided to put this warning in the mouth of someone who had experienced the Andalusian crush firsthand: Peter Dinklage. “The Game of Thrones actor was amazed by this land when he was filming, so having his voice and his presence elevates the piece and creates an unexpected added impact on the audience,” they state.

Visually, the staging of the spot breaks the industry's codes with brutalist images and shots and a poetic tone to reflect the impact on the traveler when visiting the region.  “Andalusia will shock you, shake you, tear you apart.”  Many of these images are influenced by the filmmaker José Val del Omar, from Granada, who invented the zoom almost one hundred years ago. They are also full of little tributes: from Lorca to Leonard Cohen, from Win Wenders to the Andalusian rock band Triana. 

Music also plays a leading role. The marching song “Eternidad”, performed by the Cornets and Drums Band of Our Lady of the Rosary of Cadiz, enhances the emotionally charged piece —another demonstration of the cultural legacy of Andalusia.

The images support the distinguishing visual strength of the spot. The agency’s research allowed them to create their own source in order to convey the presence of so many cultures and civilizations. The images are portraits that place travelers in the spotlight and capture their feelings when visiting Andalusia. Delicate portraits that, at the same time, show gestures of bold expressiveness.

“Andalusian crush” is a worldwide campaign that seeks to position Andalusia in new markets as an opportunity to undergo a life-changing experience.

A campaign that breaks the mold.

The campaign was launched on television, radio, press, social media, internationally, and online.