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‘Farm,’ ‘Fishing’ Highlight El Árbol's Humor and Humanity

Leo Burnett Madrid creates two charming spots for Spanish supermarket chain

Dia's El Árbol Supermarkets “Farm” / “Fishing,” GPC rating: 7

Taking a humorous approach, Leo Burnett Madrid charmingly captured the ease and affordability of Dia’s El Árbol supermarkets through two television spots.

“Farm” and “Fishing” follow two women who yearn to experience a day in the life of a farmer and fisherman — however, their days quickly take a turn for the worst. The spots capture their laborious workdays, full of struggles, sweat and epic battles with a stubborn lamb and net of fish. The spots quickly cut away to present a leg of lamb and fresh fish on sale at El Árbol, insinuating that while the products may be cheaper, they still require a special amount of labor and effort.

The agency was praised for the campaign’s sound design, art direction and overall entertaining approach in conveying a concise message. Both pieces gracefully accentuated El Árbol’s ability to deliver price, quality and convenience all at once.

About the GPC Scale: Every quarter, the Leo Burnett Global Product Committee, comprising our top creative leaders from around the globe, gathers to evaluate the work from the global network. Over the course of a week, the GPC views, discusses and rates the work using our 10-point HumanKind Scale. Work that receives a 7-point rating is considered to be the benchmark for excellence in craft. To learn more about the GPC and the HumanKind Scale, watch this video.