STRATEGY

TGT needed to break into the Christmas conversation with a limited budget. Which basically meant one thing: creativity had to do the heavy lifting.

The approach was to lean into humor and nostalgia, bringing back an icon that connected with the audience, the moment and the product itself: El Galán.

And if you think about the ultimate Spanish heartthrob, there’s really only one answer: Julio Iglesias.

IDEA

How do you get Spain’s biggest heartbreaker to present its most authentic Manchego cheese?
Spoiler: you don’t. You just get his lookalike.

We created a Christmas parody inspired by an iconic format, the traditional holiday speech. But this time, instead of reflections and good wishes, the message was all about cheese.

We turned “Julio Iglesias” into the unexpected ambassador of TGT’s El Galán, starring in a piece where he reimagined his own universe through an original Christmas song. An ode to the galán, sung by the galán.

All with a tone that balanced homage and parody, instantly tapping into the collective imagination. A campaign designed for the HORECA channel that, with very little, achieved a lot: earning attention in one of the most saturated moments of the year.