Neocañí

At a time when the maxim of ‘innovation as the key to evolution’ resonates everywhere, we are witnessing, perhaps paradoxically, the resurgence of local customs in the artistic styles of brand marketing and communication.

Clichés are back with a vengeance, and the legendary “if it works, don't touch it” has gained ground since the pandemic. Pride and nostalgia for local culture are back. The decline of globalisation over the past year and a half has prompted a return to typical elements of folklore, in search of an authenticity and a return to origins that was being lost. What used to feel foreign now feels like our own.

Brands are betting on typical, identity-defining elements as a way to communicate their purpose. Strong codes such as fairs, wasteland, taverns, catchy jingles, and products with their own popular faces and names are bursting back with the strength of times past.

The advertising industry, both in Spain and internationally, has found in local customs a new brand territory to keep exploring. Despite the passing years and overuse, the most traditional Brand Spain is still one of the main hooks for building new commercial narratives.