5 claves para entender por qué el anuncio de Famosa lo está petando

Entre padres y millennials

“Las muñecas de Famosa se dirigen al portal…”. Supongo que mientras has leído esta primera frase le has puesto la reconocida música de uno de los anuncios más icónicos de la Navidad y no hablamos de la lotería.

Este año celebra su sesenta aniversario con una nueva versión del anuncio aunque, en esta ocasión el mensaje no va dirigido a los niños sino a los padres.

Lo está petando y voy a intentarte explicar por qué con estas 5 claves:

#1. NOSTALGIA. Apela a la nostalgia no por las imágenes sino por el mítico villancico que suena de fondo. Esa melodía de las muñecas Famosa es tan reconocible que forma parte de la cultura popular de nuestro país. Escucharlo ya nos aporta una nostalgia que nos hace engancharnos. Y son muchos los fans.

#2. ANUNCIOS DE NAVIDAD. Desde que la lotería ha convertido sus spots en una de las cosas más ansiadas de la llegada de la Navidad y cada año levanta más expectativas, ahora la publicidad en estas fechas se ve de otra manera.

Los grandes directores de nuestro país se plantean como reto emocionarnos cada Navidad con su spot lotero (este año Amenábar) y otras marcas como Campofrío también ha cogido el testigo para tocarnos la fibra sensible.

Famosa ha recurrido a esta misma emotividad en unas fechas en las que casi todos estamos especialmente sensibles.

#3. PADRES. Las protagonistas ahora ya no son las muñecas sino los padres. #JuegaConEllos es el hashtag que utilizan para hacer un llamamiento sobre la importancia del juego entre padres e hijos.

#4. MILLENNIAL. El spot tiene un toque millennial porque recurre a las cosas que les gusta hacer a los jóvenes entre las que no está jugar con sus padres. Por eso advierten, esa etapa llega muy pronto, aprovecha mientras puedas para jugar con tus hijos.

#5. ESTUDIO. Este anuncio llega acompañado de un estudio que revela que el 87% de los padres saben que jugar con sus hijos es importante, el 50% cree que fomenta la creatividad pero aun así, tan sólo el 33% de los padres toman la iniciativa de jugar con los peques de la casa y el 70% no juega más de dos horas a la semana con ellos. ¿Cierto aire de culpabilidad al ver este anuncio?

Un anuncio con historia

Lo de Famosa viene de lejos. Esta marca de juguetería ya conquistó a nuestros padres con este villancico a principios de los 70 cuando unas muñecas andarinas se dirigían al portal de Belén, en blanco y negro, eso sí.

Desde entonces, el anuncio se ha ido modernizando. En los 80 ya cogió color y se situó en un escenario real, un pueblo por el que iban caminando unas niñas con sus muñecas. Algo que hoy sería impensable. Proyectar la imagen de unas niñas andando solas de noche por un pueblo, no entra en la cabeza de nadie en estos tiempos de inseguridad.

Ya en los 94 hubo una nueva reinvención. El portal de Belén desaparece y junto a las niñas aparece un niño. En esa misma década, ya en 1999, desaparece lo de las muñecas de Famosa para hablar de ‘los juguetes de Famosa’.

Pero ahí no terminó su evolución porque en el siguiente ya desaparecen hasta los juguetes de su anuncio, algo impactante porque es lo que se pretende vender. Pero a esas alturas todo el mundo conocía sus juguetes y era más importante apelar a los sentimientos a través de las imágenes de familia.

Ahora ya han pasado 60 años y Famosa sigue estando presente en nuestra cultura más allá de sus juguetes.

Cristina Zavala

Periodista enamorada de todo el entretenimiento. Enganchada a la tele, los libros, los últimos lanzamientos...

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muñecas de Famosa se dirigen al portal…”. Supongo que mientras has leído esta primera frase le has puesto la reconocida música de uno de los anuncios más icónicos de la Navidad y no hablamos de la lotería.","type":"text"},{"additional_properties":{"tag":"p"},"alignment":"center","content":"Este año celebra su sesenta aniversario con una nueva versión del anuncio aunque, en esta ocasión el mensaje no va dirigido a los niños sino a los padres.","type":"text"},{"additional_properties":{"tag":"p"},"alignment":"center","content":"Lo está petando y voy a intentarte explicar por qué con estas 5 claves:","type":"text"},{"additional_properties":{"tag":"p"},"alignment":"center","content":"#1. NOSTALGIA. Apela a la nostalgia no por las imágenes sino por el mítico villancico que suena de fondo. Esa melodía de las muñecas Famosa es tan reconocible que forma parte de la cultura popular de nuestro país. Escucharlo ya nos aporta una nostalgia que nos hace engancharnos. Y son muchos los fans.","type":"text"},{"type":"oembed_response","subtype":"twitter","_id":null,"raw_oembed":{"url":"https://twitter.com/YoliStark/status/934916563563630592","author_name":"Yoli","author_url":"https://twitter.com/YoliStark","html":"

Acabo de ver el anuncio de @JuguetesFamosa y sus muñecas y he visto mi infancia

— Yoli (@YoliStark) November 26, 2017
\n