The meal in the film All in a Drop does not end with the last bite. The camera stays with the people, the conversations and the slower rhythm of the evening, during the part of the gathering Spaniards call sobremesa. This tradition has become the focus of the new US campaign by Olive Oils From Spain.
The campaign launched on July 15 and is the first work created as part of the brand’s three-year partnership with Havas Miami. Instead of focusing on product features and ways to use it, a single drop of Extra Virgin Olive Oil has been transformed into an entry point to Spanish food culture, gatherings and hospitality.
The one-minute film was shot in Madrid, Segovia, Cádiz and Jaén, and directed by Andrew De Zen of the production company Rebolucion Spain. Shared meals, city streets, olive groves and coastal roads alternate alongside handclaps, guitar, dance and bilingual narration. The music is inspired by contemporary Spanish artists such as C. Tangana and Rosalía.
The initial energy around the table gradually shifts into the slower rhythm of sobremesa, the time after a meal during which the conversation continues. The product’s origin is therefore communicated not only through information about quality and production, but also through the behaviour and feeling associated with it.
This approach also reflects the position the brand wants to establish in the US market. As the number of products in the category grows and the origin of olive oil is not always clearly communicated, Olive Oils From Spain connects quality and Spanish origin with a recognisable way of life.
The campaign was developed in collaboration with Havas Madrid, while media planning is led by Havas Media Network. It spans social media, connected TV, online video, streaming services, digital formats, out-of-home advertising in New York, creator content and experiential activations.
The platform continues on July 21 with an event in New York for media, chefs, creators and people from the food industry. The culinary programme is led by Andy Baraghani, and the event is intended to introduce US audiences to sobremesa as an experience in which olive oil is not simply an ingredient, but a reason to stay at the table longer.
