The Regional Government of Andalusia is launching this international campaign to elevate its sacred legacy to the world. To achieve this, it has enlisted British actor John Cleese, director Eugenio Recuenco, and photographer Javier Corso.
The creative campaign, developed by the Casanova agency, highlights sacred art and religious expressions as living, immersive, and unique experiences—both culturally and spiritually—conveying the message that Andalusia is not just a place to visit, but to live. All of this reinforces the path begun in building the destination brand “Andalusian Crush.”
The project generated significant media buzz due to its original approach: Cleese, an icon of British humor and co-founder of Monty Python, stars in a mystical “revelation” set in the context of Andalusian Holy Week brotherhoods. With humor, yet with respect and sensitivity, the spot portrays the emotional spark—the “crush”—experienced by those who discover the spiritual depth and artistic richness of Andalusian culture.
The campaign, promoted by the Regional Ministry of Tourism, Culture and Sport together with Andalucía Exterior, was launched to coincide with the participation of two of the community’s most iconic images—the Cristo del Cachorro of Seville and the Esperanza of Málaga—in the Magna Procession of Rome. This event, part of the Holy Year and the Jubilee of Processions, was held on Saturday, May 17, and passed through historic landmarks such as the Colosseum and the Circus Maximus, becoming a powerful international platform for promotion.