A new holiday campaign by Ruavieja, the Spanish liqueur brand, encourages people to break out of their mental "prisons" during the festive period by way of a psychological test.
The brand's holiday campaign by Leo Burnett Madrid went viral last year, after giving people a tool to calculate how long they had left with their loved ones. This year's idea also centers around a powerful film and an online tool, also aimed at encouraging people to see more of the people they love around the holidays.
The ad, helmed by Brazilian director Vellas, starts as a black-and-white film about a man breaking out from what looks like a deserted prison after he receives a message telling him his cell has always been open. Gradually, the footage starts to become interspersed with color footage showing happier scenes from what looks like his former life. Eventually, he opens a door and is greeted by friends and family, who seem delighted to see him.
The film ends with clips of some real-life reunions (these were gathered from found footage on YouTube as well as some footage from one of the creative directors on the spot, Gaston Guetmonovitch.) It's all given added drama by a soundtrack created by Fernando Velazquez, whose credits include feature film soundtracks like "Lo Imposible" (The Impossible) and "Un Monstruo Viene a Verme" ("A Monster Comes to See Me").
The spot directs viewers to a website where they can take an online psychological test to find out which one of five "prisons" they themselves might be trapped in: routine, pride, shyness, discipline or instability. The test was developed by psychotherapist Dr. Olga Córdoba, who says: "These kinds of attitudes are one of the great evils of our time. We lock ourselves in prisons that we ourselves create–routine, exacting standards, obligations... They keep us from doing the things we enjoy, and we don't realize that they're not real. Often we can't see our prison until something important happens."
"Ruavieja is a brand committed to the mission of contributing to creating a better society," said the campaign's creative director, Juan García-Escudero. "That generosity translates into campaigns like this, which are more than just campaigns, because they try to open our eyes to a reality of which we are not fully aware: that dedicating the time the people you love deserve depends on no one but you."