Campofrío has just presented its ‘Acojonados’ campaign, an invitation to enjoy everyday life and to overcome the fears that, mundane or relevant, have been accentuated by the pandemic, limiting our particular way of being and acting.
Starring Karra Elejalde, whose figure represents all fears, the ad follows the actor in his daily life marked by mistrust that ends up isolating him in the darkness of his home.
And it is there, immersed in their fears, where the citizens of La Palma open their eyes to him as an example of courage and overcoming adversity, to conclude that “What scares us the most is that we forget that living is scary.”
“Campofrío is a metaphor for enjoyment and, like every Christmas, it identifies that enemy that prevents us from enjoying life to refocus it towards optimism and self-improvement”, explains Javier Portillo, Campofrío Marketing Director.
On this occasion, the campaign points to the fears that have worsened in the current context and that paralyze us “to encourage us to move forward, appealing to our ability to overcome ourselves.”
The turning point that marks a change of attitude in Karra Elejalde can be found in the real testimony of palm viticulturist Victoria Torres who, in her speech in a news bulletin, launched a moving message of self-improvement: “A volcano builds at the same time that it destroys My vineyards are in volcanic ash. It is part of who we are, this is our home. I feel very proud of how we take care of ourselves. There are 6,000 people away from home. Whoever has a place to offer has offered it. I have felt fear , but also the drive to continue because I want to, because I think it’s important and because life goes on.”
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La Palma as inspiration
The courage and determination to move forward in the face of adversity that the fellow citizens of La Palma are showing have been a source of inspiration for the campaign “and we hope that it will also be so for Spaniards who are going through difficult times,” says Portillo.
‘Acojonados’, an original idea by the creative directors Mónica Moro and Raquel Martínez, is directed by Icíar Bollaín, whose latest film has received fourteen Goya Award nominations. After participating in other spots such as Hazte Extranjero, El CV de todos and Despertar, Bollaín once again takes on the challenge of “telling short stories that bring you closer to reality”.
Along with Karra Elejalde, the actresses Belén Cuesta and Candela Peña participate in the ad, who repeat their collaboration with Campofrío; the actors Darko Peric and Carlos Areces; the comedian and actor Edu Soto, and the well-known youtuber El Cejas who, through their encounters with the protagonist, represent the importance of enjoying the little things in everyday life, friends, leisure and the best company around. of a table.
The music that accompanies Karra Elejalde during the ad is the Easter passage “To Glory”, the work of the composer Miguel Ángel Font, a piece that helps convey the spirit of the campaign “in that death and resurrection that the character lives “, explain Mónica Moro and Raquel Martínez. “A connection to popular culture but used in an unexpected context that gives the piece the touch of originality that was sought.”
great production
With a production team of more than 150 professionals and the participation of 75 extras and secondary actors from a theater company, the film was shot in different locations in the Community of Madrid- La Bolsa, Puente de la Reina, Madrid Río, Orcasitas neighborhood, Legazpi yellow colony, Mirandello room and El Escorial- and featured Pau Esteve as Director of Photography, and Javier Alvariño as Art Director.
The ‘Acojonados’ campaign premiered yesterday on television, social networks, cinema and on the website www.viviresacojonante.es
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