Since the mid seventies, when democracy came in Spain after forty years of gray and long postwar period, one of the things that mark the beginning of Christmas in Catalonia is Freixenet TV commercial campaign. This brand is a champagne producer located in Catalonia, the largest one in the main area of sparkling wine production in the peninsula.
Their TV commercials are broadcast only on Christmas holidays in prime time. They usually have a plot, a long duration and every year a celebrity is invited to star in the spot and congratulate the holidays. Now we are used to see world-famous celebrities advertising a wide range of products on TV, but for several decades commercials in which Gene Kelly, Paul Newman, Raquel Welch, or Kim Basinger, among others, struggled with our language to congratulate us the holidays with a glass of our champagne were a real bombshell.
As for the importance of cava, our sparkling wine or champagne, I'll only tell you that one december, following one of the many political quarrels between Barcelona and Madrid (Catalans had withdrawn our support for Madrid's bid for the Olympic Games), the Spaniards threatened to boycott Catalan products by not purchasing our cava on Christmas. Namely, the worst threat they could think of at that time of the year, and one which they failed to carry out.
In 2007, right before the financial crisis, Freixenet commercials reached their peak with a short film, or a long ad, directed by Martin Scorsese. He was the invited star, both behind the camera and on the screen. Scorsese did not just do the typical advertisement of each year. In response to the new viewing methods and habits, the short was released primarily online and — well, I think it is time for me to shut up and leave you with the video. You can
watch it on their site too. May you have a happy anticipation of the holidays.
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