The beer brand has been presenting its summer campaign for a decade with a casual song on a stage that promotes tourism in the Mediterranean Sea.
The saga of advertising campaigns of 'Mediterraneamente' by the beer producer Estrella Damm is now 10 years old and it is going back to its origins. Billie The Vision & Dancers return to the island of Formentera after filming in 2009 the ad that turned the brand spots into the starting shot of the summer.
In the ad is Lars Lindquist himself, vocalist of the Swedish group Billie The Vision & The Dancers, who tackles the Spanish language to remember that this 2018 marks the 10th anniversary of the first 'Mediterranean'. Then it promises: “For another 10 more summers together” and the well-known hymn of the Mediterranean lifestyle “Summercat”, an authentic mantra of Estrella Damm, begins to play. Dancing and holding a Damm Star in the front row, we see Michelle Jenner, the protagonist of the ad that this year returns to Formentera.
It all started with a spot of almost 4 minutes of a few summer days on the island, the ad was not only striking for the story of a summer love. The tourist impact on the island and the creation of the Mediterranean tourism brand made it that not only the beer brand was promoted, but also a fresh version of the sun and beach tourism as well as turning the Swedish group into one of the summer songs in the country
The following consolidating the campaign were the group 'The Triangles' who with their song 'Applejack' represented the festivities of San Juan lived from the island of Menorca, where two strangers return to remember touching moments surrounded by friends and, unsurprisingly, the “star ”Product of the brand. In the 2011 edition, El Bulli hopped in to share the leading role of the beer with the cooking pots of Ferran Adrià. On this occasion, a well-known story about summer friendship and love was set to the beat of I wish that I could see you soon.
Tramuntana became in 2012 on the stage of the fourth installation of the saga, accompanied by the song You cannot say no forever of the Swedish group Lacrosse. In the ad, the brand sought to teach that any place is good for the protagonist to reunite with their friends and family and with that “special someone.” In 2013 it was the Spanish group Love of Lesbian. A meeting with old friends who meet to make a paella (although the way of doing it is not a reference for cooking lovers). This time the scenario took a back seat and focused on the reunion with friends.
Estrella Damm does not forget in 2014 that music festivals are also a more than designated part of summer. In these festivals, groups of friends strengthen ties between them and with the different forms of art. In 2015, it was a short movie directed by Alejandro Amenábar. Under the title of “Vale”, it tells the story of a group of friends who spend the summer in a house in Ibiza. Thus, one more year the music, paradisiacal beaches and the praise of friendship are present in the summer campaign of the brand.
After the success of the film format of the previous installation, Estrella Damm decided to repeat in 2016 with a piece where the French actor Jean Reno is forced to live four days enjoying the little things that the Balearic Islands offer. Last year Peter Dinklage (Tyrion Lannister in Game of Thrones) starred in the announcement of the brewer with the story of a private detective that influences a young man who, after leaving everything to go to Amsterdam realizes everything he misses.
This year will be a tribute and a retrospective, the best way to celebrate 10 years of enjoying the summer the Mediterranean way.