Between that old Soberano

that proclaimed that cognac "is a man's thing" and the latest J&B campaign, which claims trans diversity

more than half a century has passed.

A look at the advertisements of the last decades allows us to see the gigantic leap of Spanish society towards equality, the cornering of macho attitudes and the expansion of social rights.

(Ella), created by the agency El Ruso de Rocky for the whiskey brand J&B (Diageo), is an emotional story that tells the story of a grandfather who decides to put on makeup at Christmas Eve dinner as a sign of solidarity and empathy with his granddaughter

trans

The campaign, a faithful reflection of the reality in which the LGTBIQ+ community operates and of the slow but steady conquest of freedoms, has received this Saturday the Grand National Prize for Creativity, awards that recognize the most innovative work in the industry communication, at a gala held at the Kursaal in San Sebastián and hosted by comedian David Broncano.

The J&B advertisement that has triumphed in the awards organized by the Creative Club (C d C) was designed for Christmas 2022 under the concept of "Christmas homosexuality", through which the brand wanted to express its commitment to inclusion and the normalization of diversity, a message addressed to those people who are afraid of showing themselves as they are for fear of not fitting in in the family, social or work environment.

delves into this universe with a sensitive narrative that, for the president of the jury, Oriol Villar, is “pure emotion”, a work “brave and connected to the moment”.

Above all, he believes that the most important thing about the campaign is that it "opens up a path for the future in the relationship between the brand and its public".

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those wonderful advertisements

Selected by a jury made up of 35 professionals and chaired by Villar, founder and creative director of OV, the winning piece at the C d C Awards is a three-minute mini-film filmed to the sound of the song She

by Charles Aznavour, in Elvis Costello's version, which narrates the adventures of Álvaro's grandfather.

Mysteriously, he begins to buy all kinds of cosmetics and, awkwardly and secretly, learns to use them on the eve of the family reunion at Christmas Eve dinner.

Before sitting at the table, with the rest of the family expectantly, she appears with Álvaro, turned into Ana, smiling and perfectly made up by her grandfather while all the diners smile, applaud and show signs of complicity.

The actress Ella di Amore is in charge of giving life to this charged narrative, according to its authors, of realism and verisimilitude, which seeks to excite and, at the same time, stir consciences.

brave spirit

The winning work, together with the rest of the pieces that have received recognition in this edition, represent "the essence of these difficult times in which we live", according to Villar.

They show "the spirit and courageous role that brands want to have in people's lives" and, in the case of J&B and El Ruso de Rocky, "they shine with their own strength and once again demonstrate that when a client and an agency achieve understand each other and work in tandem, the results are unquestionable”.

For the president of the Creative Club, Mónica Moro, the brand speaks "of identity" and of a new "social scenario".

She recalls that it is not the first ad featuring a trans person

but on this occasion it has been devised in a "propitious" environment, a few months before Congress approved the law that opens the door to gender self-determination.

“Advertising lives in its time and opens conversations that at a given moment have a greater reach and acquire more relevance.

The ad speaks of celebration, of sharing regardless of identities or beliefs and claims a series of values ​​of a community that makes itself heard”, he explains.

For J&B, the campaign contains a message of acceptance, respect and tolerance that bets on the strength of the ties between a grandfather and his trans granddaughter

A Christmas story that overcomes barriers and dynamite prejudices, the antithesis of those stale and demeaning advertisements loaded with stereotypes that have dotted the advertising catalog in Spain.

In the 1970s, the industry accepted that the husband displayed violent attitudes and fits of rage, such as throwing a plate on the floor because he did not like the taste of the food and, incidentally, slapping his wife. .

This was shown by a Sovereign campaign (today inconceivable) in which the woman in question desperately turns to a fortune teller in search of a recipe that calms her irate spouse.

“Your husband works many hours a day and he has the right when he comes home to find a pleasant welcome.

He makes sure that he never lacks his glass of cognac.

You will see how it does not fail”.

Nor did that piece in which the actor José Luis López Vázquez appears surrounded by slender women in swimsuits escape the exhibition of the most outdated machismo.

"But what do you give them?" asks a voice-

.

"Well, what they all want: a quality national product, Mc Pepito."

With messages of this caliber, advertising strengthened gender roles in the collective imagination.

The famous biker clad in a red leather jumpsuit gave an account of this: “Jacq's is a tall, strong, very special man.

He doesn't back down from anything."

A reflection of society

The president of the C d C points out that advertising is a reflection of society and that ads like El Soberano would be unthinkable today, but she remembers that until 1981 women could not open a checking account in a bank without permission of their husbands.

“Sometimes advertising lags behind a society that advances faster in mentality, visions and ideologies.

Years ago, all the people in advertisements were pretty, and kitchens were full of women cooking or washing up.

Now, not anymore”, Moro maintains.

In a self-critical tone, she maintains that advertising has been a victim of itself.

“We have learned from mistakes.

We professionals have self-regulated.

We have reflected to analyze what was happening in the profession and what stereotypes we were representing.

For a long time it has been like this out of inertia, because of not exploring new things or looking for shortcuts.

Over time, brands have learned to tell stories to convince the consumer in a responsible way."

The C d C conferences have been marked in this edition by “attitude”, a concept that, according to Mónica Moro, is above talent and encourages not to give up and to reinvent oneself.

“We belong to a profession with an optimistic world view.

In the face of uncertainty, advertisers have an inspiring attitude that raises the bar for creativity."

This idea has been the backbone of the debates held since Friday at the Kursaal in San Sebastián and in which the Ukrainians Max Burtsev and Olha Burtseva, directors of Arriba!, one of the most renowned agencies in Ukraine, have participated, who have recounted the importance of not giving up in extreme situations and the scope of their work at Volonterska, a foundation dedicated to caring for refugees with whom they have been collaborating for a year, when Russian troops invaded their country.

In this edition, the jury has awarded 22 golds (10 in the Craft section, six in Ideas, three in Strategy, two in Innovation and one in Content), as well as 30 silvers and 29 bronzes.

All these metals will become part of the XXIV Creativity Yearbook, made up of a total of 154 projects that correspond to 348 pieces, which the C d C will present in autumn.

The most awarded agency has been Ogilvy, with 12, followed by El Ruso de Rocky, with 11 (including the Grand Prix), PS21, with seven, Lola MullenLowe, with six, and David Mad, with five.

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