Grey Spain advocates for Spanish language in its campaign for RAE

The agency Grey Spain launched its most recent campaign for the Royal Spanish Academy (Real Academia Española – RAE) and the Advertising Academy (AP) called {Lengua madre solo hay una;www.produ.com/publicidad/videos/index.html?Noti=11076} (There is only one mother language). “Both organizations believe that Spanish is seriously threatened by English irruption at all levels, mostly regarding business and professional lexicon. Advertising is one of the main areas involved, due to the excessive use of Anglicism in ads broadcast. This not only affects brands, but directly the general population and the way they perceive commercial messages” explained Enric Neilo, General Creative Director at Grey Spain. The initiative’s goal is to create awareness to the general public about the proper use of the Spanish language. The campaign includes two spots: Sunset style with blind effect, a fake glasses line for men, and Swine, a women perfume not very appealing. To make believable both spots -where the excessive use of English terms in advertising is questioned- they used charming models with sexy and clear voices, and a script with several words in English. Both “products” have a web site, and those who ordered them received a great lesson, because they purchased eyeglasses so dark they couldn’t see, and a perfume that smells like a pig.