Ángel Recio has been an executive producer at Lee Films for more than thirty years. His work, recognized nationally and internationally, makes him a reference in the audiovisual sector. In this report we wanted to talk to him personally, due to his presence in the program “Vamos a Publicidad”.
The program, which premiered on February 12, 2024, highlights the importance of advertising and rewinds in time with melodies and unforgettable phrases for most Spaniards. From the LaSexta channel they take you on a journey through the screen and reflect on advertising as a means of entertainment. Prominent people in the industry such as Xisela López from Sra. Rushmore, José Luis Moro from Pingüino&Torreblanca, and Ángel Recio, participate in this special. In addition to influential media agency executives in Spain such as Joan Jordi Vallverdu, president and CEO of Ommicom Media Group Spain; Roberto Santos of Publicis Media Exchange and Performics; and Óscar Martínez, CCO of Publicis Spain.
Spanish television has set a milestone when it comes to connecting brands with their audience. As television became more and more established as a media in homes, advertising emerged strongly. In this context, Ángel Recio becomes relevant in the program. “Advertising on television works and the program is designed to make it work even better. As in the case of the Lola Flores spot, in which the product was wrapped with creativity,” he explains. He clarifies that the term creativity refers not only to the idea, but also to the production, the choice of media, the technology…
Nowadays, there are ads from long ago that are remembered, that are reflected in culture, society and the evolution of trends. In this sense Angel says that it has always worked, that “the program wants to make it more noticeable, even though it already sells”. In the end, creativity, with its ability to reinvent itself, continues to be the engine that drives the lasting success of advertising.
He also explains that Santiago Romero, the creative who initiated the project, has charm and notoriety within the advertising scene. His “highly publicized and very popular” approach reveals the aspiration to highlight creativity as an essential element to capture the viewer’s attention, going beyond mere product exposure.
Another important theme is social responsibility in advertising, which has not faded away. NGOs and ministries, for example, seek to highlight the value of their actions. This is where advertising becomes a means to deepen society. Angel clarifies that “the social image of advertising continues to function and exist, I don’t know, but we try”.
In short, advertising wants to reveal itself, to position itself beyond the sale of products, embracing creativity and social responsibility as essential elements. In this way, it will be able to stand out over time.
By Marina Carazo
