Bassat Ogilvy Combines Banco Santander-Ferrari History to Publicise Bank’s F1 Sponsorship

MADRID, 26 March 2010 – Bassat Ogilvy is responsible for the new television ad campaigns for Banco Santander, which publicise its sponsorship of the Ferrari racing team. To this end, the agency has developed two campaigns: one of an institutional nature, the other more commercial.

There will be two spots in the more comprehensive institutional campaign. In these, the Bassat Ogilvy Group’s advertising agency has sought to convey the connection between Banco Santander and the racing team through a journey through the two brands' history and common ground, from their birth to the present day. One example of these coincidences is that both institutions were created in the north – one in the north of Spain and the other in northern Italy – far from their respective capitals. As the agency’s creative team highlights, both Banco Santander and Ferrari have known how to do things "like they do in the provinces: well and unhurried," to today become the bank with the most branches worldwide and the most decorated racing team in Formula 1.

The second spot in the institutional campaign is currently in production and will be shown from April onwards.

As for the commercial campaign, it, like the institutional one, will also be televised nationally and stars Fernando Alonso. With the message “haz como yo, cámbiate para ganar” (“be like me, switch to win”), alluding to his switch to the Ferrari racing team, the Asturian driver creates an analogy aimed at Banco Santander customers, who can also switch in order to win with the “Queremos ser tu Banco” (“We want to be your bank”) plan.

The Bassat Ogilvy team responsible for the institutional campaign comprises Álvar Suñol, general creative director; Emiliano González and Chema Bercial, creative directors; María Herranz, accounts group manager; Lara Martínez and Marga Galván, accounts supervisors; Malele Sánchez, accounts executive and Daniel Aguilar, audiovisual producer.

The team responsible for the commercial campaign comprises Álvar Suñol, general creative director; Pedro Úrbez, executive creative director; Javier Senovilla and Juan Pedro Moreno, creative team; María Herranz, accounts group manager; Lara Martínez, accounts supervisor; Malele Sánchez, accounts executive, Eva Morales, head of production and Daniel Aguilar, audiovisual producer.

For more information:
Bassat Ogilvy Comunicación
Lucía Mateo
Tel: +34 91 451 21 32

About Bassat Ogilvy Group
Bassat Ogilvy Group is part of the Ogilvy worldwide network and is one of the largest communication groups in Spain. It comprises eight companies, with offices in Madrid, Barcelona and Seville, which operate according to the 360° philosophy, covering all communication disciplines: Bassat Ogilvy, the advertising agency; Bassat Ogilvy Comunicación, the public relations agency; OgilvyOne Worldwide, direct marketing; Ogilvy Healthworld, specialising in health sector advertising and communication; Ogilvy Interactive, online communication and advertising; Ogilvy Action, specialising in point of sale marketing; Neo@Ogilvy, digital media planning and optimising; and CB’a Graell, corporate design and identity. Ogilvy & Mather Worldwide is a WPP company.

Contact: Lucía Mateo
Date: March 26, 2010
Office: Madrid