Over the past two decades, Malaga has undergone a remarkable transformation, opening up to diversity and art. After the brand “Malaga the Cool City”, which highlighted its hospitality, the city adopted in 2017 the slogan “Malaga the Round City”, symbolizing its perfection and virtuous circle. From Plaza de la Merced to Muelle Uno, the city offers a variety of scenarios that make it a magnet for different entertainment sectors. One of them is the advertising cinema, which for more than three decades has had a relevant influx in the realization of commercials and spots in the capital of the Costa del Sol.
A natural setting for filming
Malaga has been the birthplace of stars such as Antonio Banderas and the setting for major productions such as “Genius”, “Toy Boy” and “Millenium”. It is not surprising that advertising films have also found their place in this province. According to data from the Malaga Film Office, this genre has been active since 2004, attracting investment and creativity thanks to its urbanity and historic facades.
In addition, the optimal climate of the Mediterranean and its summer stay throughout the year make filming comfortable and comforting for the crews that travel here. The sun and clear days are always an attraction to work in a better mood.
Emblematic places for advertising production
- Plaza de la Merced: Picasso’s birthplace and the city’s main open space, it has been the setting for commercials for brands such as Cruzcampo.
- Alcazabilla Street and Roman Theater: The mixture of Arab and Roman cultures creates a unique atmosphere that has been used by advertising teams to produce both foreign and national spots.
- Calle Larios: commercial artery of the city, full of stores, restaurants and events, has been the scene of Christmas spots and movies.
- Alameda Principal: Connects the east and west of the city, an area of passage that with its last remodeling in 2010 gave a new face to the image of the city.
- Muelle Uno: Promenade with stores, museums and the Palmeral de las Sorpresas, has been the protagonist of advertisements of the Junta de Andalucía and private companies.
APCP and its commitment to Malaga
The Association of Advertising Producers has carried out numerous projects on the Costa del Sol since 2010, such as Cruzcampo’s emotional spot “Con Mucho Acento” or Antena 3‘s spot for its 25th anniversary. In 2023, 24 commercials and corporate spots were shot in the city, and APCP has already collaborated in a shoot in January 2024. Everything points to the fact that in the coming years this industry will continue to grow in the city, where it is expected that new filmmakers and companies will also have their place in a world as restless as the advertising paradigm.
A promising future
On March 6, as part of the 27th Malaga Festival, there will be presentations on advertising cinema, an opportunity to get a closer look at the industry. The future of Spanish advertising cinema looks bright, and Malaga, with its sponsorship factor and unique charms, will continue to be a key stage for creating the unimaginable.
A unique opportunity to get to know the work of major production companies and companies that collaborate in this industry such as Magic Fennec, Ogilvy, Primo, Roma and Dos35. “Making the impossible possible“ or making the unattainable attainable, it is clear that progress is the order of the day in the world of advertising film.
This conference would not be possible without the invaluable help of the sponsors who every year make it possible for this industry to be within everyone’s reach. Thanks to all of them.
By Álvaro Campoy
