Tock-tick (Ruavieja / Pernod Ricard)
Many people know what the “Spanish siesta” is… but there is another concept in the Spanish culture that is more important and that’s “la sobremesa”.
Instead of sleeping after lunch, most of the Spaniards (mainly on weekends) stay around the table chatting for hours, regardless of the time. Various artists have used this concept in their art, from Velázquez to C. Tangana, the latter using the concept of “la sobremesa” in his NPR’s Tiny Desk session and world tour.
The famous Spanish liquor brand Ruavieja proposes “la sobremesa” as a place to forget about the fast-paced world we live in and to highlight the importance of slowing down and spending quality time with your people. The campaign seeks to encourage people inviting them to disconnect from their super fast-paced life, in order to connect with their loved ones and create memorable moments.
The spot shows a range of multiple situations that shows the faster generation in which we live: from multitasking, the consumption of media based just on the headlines, FOMO, the acceleration of multimedia content, to the fast-love industry, among others.
This kind of life we live affects our mental health, we know we cannot speed life down but we have this unique moment that can help us fight, “la sobremesa” becomes the perfect scenario for us to invite people to slow down and enjoy the present moment with no rush.
