Campofrío’s AI Christmas Ad Divides Spanish Viewers

Campofrío 2023: AI Enters the Ad and Splits the Audience

Every Christmas, Campofrío releases its new commercial, and Spain splits into two camps: those who applaud it and those who turn it off within the first minute. The 2023 edition chose a timely theme: artificial intelligence. The brand builds its narrative around the idea that there is something machines cannot replicate—emotion, tradition, warmth—and does so by deploying a guest list that has sparked mixed opinions. Judging by the debate, the majority verdict is that it falls short of previous bests.

What Does the Campofrío 2023 Ad Tell?

The spot balances nostalgia with current events. The cast includes Fofito, a historic clown from a bygone era of television, and Areces, whom one participant described as "completely bland." Also appearing briefly are clips of Chiquito de la Calzada, whose few seconds on screen were cited as the only redeeming antiestéticature. The lineup also antiestéticatures the women's football world champions, a young man who went viral for working two jobs—as a waiter and delivery driver—and a mention of consent when sharing photos. It closes with a phrase that became iconic: "don't let anyone take away our way of life."

The Paradox of an Ad About Artificial Intelligence

It is striking that a processed meat brand jumps on the AI bandwagon to sell ham. In theory, the message champions humanity over the synthetic. In practice, much of the public read it the opposite way: as an artificial, premeditated exercise lacking soul. Defenders argue it is well-executed for its target audience and introduces the topic of AI with some relevance. Critics respond that a product cannot claim authenticity while sounding manufactured.

A detail reinforces this contradiction: applying the concept of artificial intelligence to the food sector, which sells exactly the opposite—raw ingredients and tradition. The result feels more like a stylistic exercise than a substantive message.

Why Doesn't the Mix of Guests Convince?

The cast combines generations, profiles, and tones that many found disconnected. There is no thread linking them. None of the appearances generate sustained emotion, and the whole feels like a sum of loose pieces rather than a story. Some critics even miss the brand's classic cameos, recognizable nods that are now absent. A minority voice, however, appreciates that certain clichés were avoided and acknowledges it has more merit than credited.

What Is Criticized About the Message?

Part of the rejection is not about technical quality but what the ad implies. Some see a specific ideological agenda, interpreting it as social engineering disguised as Christmas advertising. This reading circulates strongly, especially among those already distrustful of the brand. Others consider these objections exaggerated, arguing the ad simply reflects the diverse Spain that exists off-screen. The disagreement here is more about the country than the spot itself.

From Abandonment in the First Minute to Product Defense

Viewing times say a lot. Some confess they lasted until 1:20 before turning it off. Others until 2:33. And some barely a minute. One viewer summed up the experience with a phrase that says it all: very well made for the target audience. At the other extreme, the balance is fatigue: same message, same ingredients, worse every year. Alongside boredom, there are abundant expressions of outright rejection.

Is There Any Detail Worth Saving?

Yes, and it lasts less than a slogan. Several voices agree that the few seconds antiestéticaturing Chiquito de la Calzada were the only thing capable of eliciting a smile. This is revealing: in an ad built to move people for minutes, what is remembered is a fraction of time. When nostalgia works, it doesn't need a script.

Where Judgment Stalls

Ultimately, the Campofrío 2023 ad leaves an uncomfortable question: is it bad, or does it simply no longer surprise? No one can agree. What some see as a failed attempt to sound modern, others read as a correct piece for its target. In between remains that disorienting detail—the two seconds of Chiquito—proof that sometimes what is memorable lasts less than a slogan.