The legacy of Campofrío's Christmas advertisement grows with Tamara Falcó and Iker Casillas: courage in the face of "collapse"

The Eduardo Torroja Institute of Construction Sciences in Pinar de Chamartín, in the north of the city of Madrid, is one of those bureaucratic buildings, with long and labyrinthine corridors.

But somehow it has a soul.

Its interior design, with large windows in some of its offices and rooms, makes it a warm, bright and eminently aesthetic place.

It is the setting for the new and long-awaited Christmas ad for Campofrío that the brand is launching this Wednesday, December 14, on television, social media, and movies.

The inheritance, the legacy we leave, is the main theme of this 2022.

The actor Antonio de la Torre and some of the celebrities who have been talked about the most in the last 12 months play themselves while they go to a particular couple of notaries played by Carlos Areces and Mariona Terés.

Everyone wonders what they can leave future generations in such a complicated world, with economic and energy crises, wars and permanent hostility.

"Taking into account the events that surround us, let's imagine that today we had to make a will: what would we leave behind?" is the premise with which this advertising campaign begins.

This time he defends that attitude is everything in life and reflects with his usual sense of humor on the current times of

, as one of his characters says.

Tamara Falcó, in the Campofrío 2022 Christmas ad.

La heredad

, as the campaign is titled, is the original idea of ​​the creative directors Mónica Moro and Raquel Martínez, responsible for the brand's previous Christmas proposals, first from the McCann advertising agency and for two years independently.

“There is an intention to choose what can resonate or empathize more with the audience, which in the case of this ad is huge and without a very defined target audience, to take it to a positive place.

We try to address many topics and reach many generations by making a kind of summary of the year", both commented at the end of November, during the recording of the

for this 2022. Last year, they made reference to the tragedy of the La Palma volcano and this “to the general feeling of apocalypse” in society.

The initial idea with which each ad begins is very brief and not very different from the original, explains Javier Portillo, the brand's

director : “We think about what things endanger that particular way of enjoying that Spaniards have.

We always look for an idea that is better than the one from the previous year.”

“Reality is very inspiring.

Sometimes, a little more”, says Moro between laughter and sorrow.

In this new story with the vocation of the summary of the year, Tamara Falcó appears, with self-parody included, in the ad that becomes a short film on social networks.

She is the most Googled person in Spain in 2022 due to her controversial breakup and her Netflix reality show.

"And those of us who love leave a lack of faith in the couple inherited?", She asks her in her stellar intervention.

Iker Casillas does something similar.

The ex-soccer player has been a trend several times on Twitter due to the controversial jokes and comments that he has published on the social network in recent months.

Also appearing in this multigenerational cast are comedian Edu Soto, actress Maribel Verdú, weather man Roberto Brasero, writer Juan Gómez Jurado,

Illo Juan, the Full Pantomime (Alberto Casado and Rober Bodegas) and the journalist Mónica Carrillo.

All of them are directed in this micro-story film by a regular at this Christmas date, Daniel Sánchez Arévalo (

,

).

Iker Casillas, another of the guest stars in the brand's choral campaign.

The legacy of his first Christmas ad

The legacy of this successful advertising campaign, which has been arousing viewers' curiosity for more than a decade, has precisely been the reason why professionals such as Areces and De la Torre, who repeat with Campofrío, decided to get involved in it.

Also because the filmmakers who are in charge of it are fully trusted.

In 2011, to alleviate the drop in sales caused by the economic crisis, the brand launched

, an advertisement that brought together several generations of comedians, from Pajares and Esteso to Martes y Trece, as well as Santiago Segura and Anabel Alonso, among others, and signed Alex de la Iglesia to place them before the grave of Gila with a motto: "Let nothing take away our way of enjoying life."

"I remember it very well," Areces says during the recording last November.

“For the classic comedians that appeared.

It was shocking to me because they were people that you had not seen for a long time in many cases and that you had not seen together”.

De la Iglesia, with whom Areces had already worked on several projects at that time, was "the right person to do it," in the actor's opinion.

“It reminded me of a scene from

, my favorite movie of his,” he says.

Antonio de la Torre has not wanted to do much advertising throughout his career, apart from these Christmas campaigns, and has rejected many offers, he says.

“When you advertise you have to be very sensitive about what you advertise and how you advertise it.

I have a certain political position that is known and in interviews they ask me about all kinds of topics.

Gila's ad stuck in my retina.

It tells an emotional story and contains certain values.

And the first one I did with Campofrío, the one from the joke shop that defended the idea of ​​avoiding censorship, it seemed to me that it was going that way”, says the actor.

He established himself with the first two feature films by Daniel Sánchez Arévalo,

(2006) and

(2009) and he feels that this time, in

, works "in family" to coincide again with him.

The brand's 2022 ad ends with the childish gaze of actress Luna Fulgencio (from the film saga

).

She gives the answer to the doubt of the protagonists of her.

The best legacy for the inhabitants of the future is courage in the face of uncertainty: “Do you know what inheritance will make us truly rich?

That thing you had when you brought us into this world, ”she explains to them.

The newspapers announce the 'collapse' in the Campofrío 2022 Christmas ad.

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