Damm starts March with a new advertising bang. The beer brand has launched a new campaign filmed on the Costa Brava that this time aims to pay tribute to and help the gastronomy sector, which is going through a difficult time as a result of the pandemic. After having carried out various commercial actions to support restaurateurs ---the company's main clients---, Damm now wants to highlight the commitment and effort shown by culinary professionals with an advertisement featuring 40 of the most prestigious chefs from Catalan gastronomy and also from the rest of Spain.
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Led by film director Alberto Rodríguez, and by Damm's usual creative director, Oriol Villar, the 40 chefs utter phrases throughout the spot that form a manifesto that aims to make it clear that they want to continue being the best gastronomy in the world not only because it is their "livelihood," but because it is their "way of life."
Ferran Adrià, at the beginning of the advertisement, in Cala Montjoi, where he meets Joan Roca. The advertisement begins in Cala Montjoi in Roses, where elBulli was located, considered an icon of contemporary cuisine. At the beginning, Ferràn Adrià and Joan Roca are seen, starting a journey along the paths that run along the sea while reflecting on the current situation. As they walk, more and more chefs join them, helping them to weave a manifesto with views of the Mediterranean, in which phrases of optimism for the future and motivation from a collective going through a very difficult time are pronounced.
The chefs walk along the paths of the Costa Brava, by the sea. "We have taken the necessary measures, and when they have asked us, we have closed," verbalize the chefs, tired of having their restaurants with the blinds down. Even so, they want to show that they are not discouraged and assure that they will continue "with enthusiasm" and "great desire" working "exactly the same" as they have done all these years, until becoming "the most respected gastronomy in the world."
"We are going to do the following: we will collaborate with the best producers, we will work from sunup to sundown, we will continue seeking excellence, obsessively taking care of every detail, with the highest level of professionalism and dedication," states the manifesto, which intertwines values such as self-criticism, nonconformity, humility, and the desire to continue researching, innovating, and creating.
https://www.youtube.com/watch?v=qWEk5tDIEt4&feature=youtu.be
The announcement concludes with a reference to the longed-for return to normality to be able to "continue receiving you in our home, with your friends, with your co-workers, with your family. To share, to enjoy, to discover… So you can freak out." In addition to Ferran Adrià and the Roca brothers, the spot features, among others, Carme Ruscalleda, Dabiz Muñoz, Maca de Castro, Nandu Jubany, Paolo Casagrande, Rodrigo de la Calle, Adrián Quetglas, Fina Puigdevall, Quim Casellas, Romain Fornell, Marc Gascons, Oriol Rovira, Albert Raurich, Paco Pérez or Hideki Matsuhisa.