A Year After Going Viral, Ruavieja Crafts Another Lovely Christmas Ad

Leo Burnett again emphasizes the need for connection

The Spanish liqueur Ruavieja created a widely celebrated Christmas ad last year, featuring a social experiment that brought good friends together and asked them: How much more time do you really have left to spend together? And are you wasting it?

Leo Burnett Madrid won six Clios for that work, including three golds. Now, the agency is back for a follow-up. The good news: It's a very memorable sequel. The better news: It maintains the brand platform and takes it in a completely new direction. 

Before reading further, check out the new film below, titled "Escape." 

Agency and brand describe "Escape" as a film "designed to awaken consciousness." And it's certainly an evocative piece—its message perfect for the holidays, and the solution—socializing—perfect for an alcohol brand that brings people together. 

Where last year's campaign did the math on how much friend time you're missing out on, this year's goes a step further and tries to determine why people don't make time for their friends. 

The agency collaborated with Dr. Olga Córdoba to survey 1,000 Spaniards about the causes of their disconnection from friends. A little over half (50.5 percent) said routine is what traps them. About one-fifth (19.9 percent) blamed the responsibilities of work and family. Some 13 percent blamed "instability" or depression for holding them back. Other reasons include pride (meaning waiting for the other person to reach out, afflicting 7.4 percent) and shyness (6.9 percent). 

There is a test at wehavetoseemoreofeachother.com where you can find out what your prison is—and see testimonials of people who have been trapped in these prisons. 

"After last year's success, we know that there is some expectation around this campaign, but our goal is none other than to continue making consumers think about what is really important: that being with and enjoying the people we care about is our decision, and that prioritizing it would create a more humane and better society," says Angela Rich, senior brand manager at Ruavieja. 

"Ruavieja is a brand committed to the mission of contributing to creating a better society," adds Leo Burnett creative director Juan García-Escudero. "That generosity translates into campaigns like this, which are more than just campaigns, because they try to open our eyes to a reality of which we are not fully aware: that dedicating the time the people you love deserve depends on no one but you." 

Vellas directed the film through Blur. The music was created by Fernando Velazquez, one of the most celebrated Spanish composers.

CREDITS

Agency: Leo Burnett
Advertiser: Pernod Ricard
Product: Ruavieja
Category: Licores
Client Contact: Maria Prados, Angela Rich, Telmo Pagalday, Borja Vilarrasa, Belén Villaescusa
CCO: Juan García-Escudero
Creative Directors: Dani Sáenz, Gastón Guetmonovitch
Head of Art: Juan Frías
CEO: Ricardo del Campo
Account Director: Laura Gutiérrez
Account Supervisor: Clara Hernangómez, Ana Campos
Agency Producer: Victor Cruz
Production House: Blur
Director: Vellas
Executive Producer: Mario Forniés
Producer: Xoan Cornide
Photography Director: Kristof Brandl
Music: Fernando Velázquez
Sonido: Fede Pajaro (The Lobby)
Media Agency: Mediacom

Digital Content & Web
Client Contact: Maria Prados, Angela Rich, Telmo Pagalday, Borja Vilarrasa, Belén Villaescusa
CCO: Juan García-Escudero
Creative Directors: Dani Sáenz, Gastón Guetmonovitch
Head of Art: Juan Frías
CEO: Ricardo del Campo
Account Director: Laura Gutiérrez
Account Supervisor: Clara Hernangómez, Ana Campos
Agency Producer: Jesydee Rivero
Head of Digital: Carmina Serrano
Director de Proyectos Digitales: Víctor Moreno
Senior Digital Developer: Luis Marcano
Digital Developer: Javier Ruiz Trillo
Production House: Blur
Director: TACO
Photography Director: Laurent Pulain
Executive Producer: Mario Forniés
Producer: Xoan Cornide / Jorge Casas
Sound: Fede Pajaro (The Lobby)

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Tim Nudd
Tim Nudd is editor in chief of the Clio Awards and the founding editor of Muse by Clio.

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