After the success of the Pescanova campaign starring the football legend Vicente del Bosque and his moustache last Christmas, this year Pescanova wanted to takover the conversation again and be the most emblematic ad of Spanish Christmas. At the same time we continued to communicate the main differential of our product - prawns: when its moustache is intact it is a sign of superior quality.

We realized that for 15 years the most emblematic icon of Spanish Christmas, the bald guy, had disappeared from our screens but not our hearts and memories. This crappy and cheesy character was the star of the Spanish Lottery commercials during 8 long years.

But ever since the Lottery stopped using him 15 years ago, every Christmas the same shit happens. It doesn't matter how good the Lottery ad is, people just want one thing: to bring back the bald guy.

And that's what we did, bring him back. But this time with a moustache (like our quality prawns) and instead of spreading luck he was sharing something much more delicious, a Christmas staple - prawns.

The return of the “The Bald Guy” was already getting PR but by turning this stale and cheesy icon into something fresh and funny, we wanted to reach very disparate media and targets in Spain. From the 60-year-old lady who loved these ads to the young people who would laugh at the parody.

But “The Bald Guy” did’t return like we remembered him from the Lottery ads. This time he had a moustache, which helped us to communicate that our prawns were the only ones on the market that kept their moustache intact and were therefore of superior quality.

In addition to the main video, we created a teaser where had him respond to all the tweets of people asking for this icon to return. About 1500 tweets in recent years.

The first thing we published was the teaser of the campaign on Twitter which led to speculation about his return on Twitter and newspapers in the country. Days later the film was released on TV and Youtube and was present throughout Christmas on all major stations across the country.

The campaign was also activated in OOH and digital, with billboards of the iconic image of the bald man, this time with a moustache, across major cities.

The campaign became the most viewed campaign during the Spanish Christmas season that year. With 121 million impressions and 11 million views on Youtube. In addition, the main media in the country covered the news generating 3 million euros in earned media. The campaign appeared on major television networks such as Televisión Española, Antena 3, Cuatro, Tele 5 or La Sexta, in newspapers such as El País, El Mundo, Marca, AS or ABC and on the most important radios the country such as La Ser, Onda Cero, La Cope or Europa FM.

But most importantly, sales increased by 5.2% compared to the same period last year.