After the round table discussion, J&B’s “Orgullo de pueblo” and the agency El Ruso de Rocky took place. Guillermo Arce, Executive Producer of La Joya, talked about how the brand has focused on sexilio, produced by Eduardo Casanova and taking pride to the villages of Spain.
In this way, LGTBIQ+ people who live far away from the capital can feel the support. The float of the spot was based on the Sun of Ocaña, related to the theme. With this spot they followed an unconventional production structure as the script writing was written as the last step. Understood as a documentary, they decided to add theatricality, supported by the characters and the people. The latter was essential for filming, as the mayor gave them great facilities.
Regarding the choice of director Eduardo Casanova, he used the colour pink as a message of vindication, despite the fact that it did not follow the brand’s corporate colours. Finally, Guillermo Arce wanted to dedicate a round of applause to Fernando Estrella, who passed away in February 2023 due to cancer, an icon who was a fundamental part of the spot.
