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OF BADABADAÚ
What is illustrative has been the reaction to Campofrío’s announcement. How many angry voices because there is talk of polarization using those spokespersons that they hate the most.
There is a pre-Christmas ritual that is lazier than the company dinner: the announcement of sausages that, specifically around these dates, serves mortadella bathed in good feelings.
The Campofrío company found the formula in 2011, between Sol’s camping trip and the absolute majority of Rajoy.
Spain devastated by the crisis that Zapatero told us that he would never arrive, he was able to smile when he saw a quite diverse group of comedians (the roster included everything from the nighttime performance in Cleofás to the Globomedia-style monologue) paying tribute at the tomb of Crazy Miguel.
Was it possible to continue making humor in the midst of so much bad news? Josema he hugged Millan y Little onehow badly he handled Crispin Klandera Florentino Fernandez.
That led to pieces in which sentimentalism was mixed with populism in its most obscene variants. The firm can boast of having invented the sugared sausage.
Years passed and we couldn’t help but wonder if so much intensity was necessary when it came to advertising choped.
Now, almost three decades later, the spot It has been really useful.
It had already been threatened with the exacerbation of differences in a past installment.
But it was in this declining 2025 that the company decided to verbalize the word “polarized.”
One of the thinkers who has given the most thought to the matter in Spain, Luis Miller, He was surprised the other day that it was precisely now, when the term can be considered amortized. He proposes “fragmented” as a more precise alternative to the current state of social humor.
What was illustrative was the reaction. How many angry voices because there is talk of polarization using those spokespersons that they hate the most. Someone goes on a turkey strike. We do not know if it was a matter of provoking a ‘Frank Capra effect’ that would promote street hugging between those who are different or of demonstrating to what extent the thesis of the spot was correct.
It was the second.
This puts us on the trail of an interesting idea. With all the necessary precautions when it comes to opinions expressed on social networks, we can talk about a visible part of society that is proud of its polarization.
It is, without a doubt, an uncomfortable element, but it will have to be addressed. Politicians could not adopt different tones if it were not for the certainty that, on the other side, there are voters ready to buy the message.
The announcement has coincided in time with the news of the death of Robert Iniesta. New digital struggles: “But how are you going to like that musician, since you don’t vote for what the correct side of History dictates?”
The intellectual architecture of some arguments produces a mixture of uneasiness and alipori.
Perhaps it is the faithful reflection of a Spain that long ago left behind the effervescence of the Freixenet years (which international star will they bring in this time?) to see itself reflected in the mirror of some slices of salami.