Icíar Bollaín signs the Freixenet spot on its centenary

The spot, filmed at the Gran Teatre del Liceu with Álex Martínez in the executive creative direction by JWT, brings together “bubble girls” from several generations.

The producer Oxígeno and the director Icíar Bollaín have produced the Freixenet Christmas campaign for the JWT agency this year. On this occasion, the now classic spot, on the air every Christmas for four decades, has been special to celebrate the centenary of the cava brand, bringing together several generations of “bubble girls.”

The spot, filmed at the Gran Teatre del Liceu with Álex Martínez in the executive creative direction by JWT, is the beginning of a party, a celebration where “bubbles” from different generations toast the future with the audience.

In addition to the television campaign, which premiered on December 8 with a 45" and 90" spot and two short versions of 20" and 10", the branded content piece can be seen on the brand's website. The bubbles of our life, a documentary that collects the sensations and memories of what being a Freixenet bubble has represented for the different generations of the campaign's protagonists.

“For me it was a challenge, but I had a lot of confidence in the idea,” stressed Iciar Bollain, who highlighted that he chose the bubbles more for their personality than for their physical attractiveness “since they are all great.”