Watch: Cruzcampo invites UK consumers to ‘Choose to Cruz’

Cruzcampo is inviting UK consumers on a stroll along the cobbled streets of Seville with its latest ad, created by Lucky Generals to promote the beer’s new brand platform.

The spot, which invites consumers to ‘Choose to Cruz’, is set to the Gypsy Kings iconic rendition of My Way and was designed to promote the beer in the UK, following the success of its Tesco launch.

With a laid back air, the film invites viewers to imagine themselves drinking on a lazy afternoon on a Seville side street.

Directed by Gary Freedman for MJZ, the film shows a relaxed young man, nonchalantly rolling down the streets of Seville on a keg, passing flamenco dancers, bar men and fruit sellers. Once finished, he skillfully deposits the beer keg into a cellar and savours his chalice of Cruzcampo.

Subscribe to Marketing Beat for free

Sign up here to get the latest marketing news sent straight to your inbox each morning

Comprising of 30-second and 60-second spots, across TV, film, social and digital, the campaign will also be supported by OOH and DOOH activations across the UK, in spots including Manchester Piccadilly Station to escalator panels.

Lucky Generals won the Heineken-owned brand’s account following a competitive pitch in August 2023.

“We’ve been blown away by the reaction from the UK public to Cruzcampo since we launched it here in 2023, so it’s a pleasure to introduce ourselves properly with this new campaign from Lucky Generals,” said Cruzcampo senior brand manager Chris Buckwell.

“We think it perfectly captures the spirit of Seville – laid back, confident and bursting with culture and creativity.”

Lucky Generals founder Danny Brooke-Taylor added: “If you’ve never been to Seville, try to go, it’s a beautiful city. And if you haven’t tried Cruzcampo yet, you should, it’s delicious.”