Cannes Contenders: Spain

As we approach Cannes Lions 2025, I always like to look at the work that doesn’t just tick boxes or chase trends — but the kind that makes you feel something, that reminds you why we got into this business in the first place. 

Spain has had an especially brave year in terms of storytelling, production value and emotional courage. These are five pieces that moved me — not just as a producer, but as someone who believes in the transformative power of film in advertising.

I’m not sure how many of these will go on to win in Cannes. But I do believe they reflect something meaningful: a creative culture that’s confident enough to slow down, dig deeper, and take risks. Spain may not be exporting truth — not always — but we’re certainly exporting stories worth watching.

Turismo de Andalucía – Andalusian Crush

I really enjoyed this out of Ogilvy Spain, directed by Manu Mazzaro. Andalusian Crush goes beyond the typical tourism spot. There's a playful energy in how it builds — starting with the familiar and slowly tipping into the surreal. It's beautifully shot, of course, but what stayed with me was the tone: a smart mix of tradition and cinematic mischief.

Magnum – Find Your Summer 

You know when Juan Cabral is behind the camera, you’re in for something more than just a commercial. Find Your Summer from Lola MullenLowe is visually lush, emotionally subtle and carries the surreal warmth that only great filmmaking can evoke. The spot turns a seasonal insight into a dreamy, almost metaphysical invitation to rediscover joy. It feels destined to become a Cannes favourite, again.

Burger King – Long Live the King

This one from VML The Cocktail/Madrid made me laugh. The whole ‘big sibling losing the throne’ idea is such a relatable, silly truth — and Burger King leans into it in the best way. It doesn’t try too hard, the casting’s great, and it keeps that classic BK mischief without going overboard. Just a fun, charming ad that gets the tone exactly right. I could watch it a few more times and still smile.

CUPRA – There Is No Second

I’ve seen a lot of high-production-value car films, but there’s something about this one out of &Rosas that lands differently. Maybe it’s the director JA Bayona’s eye, or the way it balances intensity with craft, but it doesn’t feel like it's just trying to impress. It’s stylish, sure, but it also builds a mood. I came away thinking less about the specs and more about the attitude the brand’s trying to own. And that’s a win.

Scandinavian Airlines - Breaking Glass

This is a short film with weight. A cinematic tribute to trailblazing female pilots, Breaking Glass directed by Nico Bori handles its subject with elegance and depth, avoiding the clichés often found in purpose-led storytelling. The craft is impeccable: restrained, poetic direction that lets emotion rise organically. It's the kind of piece that sticks with you, and that should be shared more widely.