2023 has been a complex year, of ups and downs in all corners of the world. The war in Gaza, the complications of the war in Ukraine, the arrival of Milei in Argentina, the re-election of Pedro Sánchez in Spain, the rise of Girona to the top of LaLiga, the great battle in the MotoGP world championship between Jorge Martín and Pecco Bagnaia… Great events that will be closed with a flourish this Sunday at midnight, with the stroke of twelve.
But before 2024 arrives, public, private and local television stations throughout the country will have to cover the last hours of the year with news programs, special programs, previews, the bells and, of course, advertisements. The tradition of the last advertisement of the outgoing year and the first of the coming year is maintained in many networks, which dedicate special importance to these advertising spots. This is the case of Spanish Television, which has already made its choice.
RTVE announced through a press release that Renfe will be the protagonist of the announcement that closes 2023. Under the title of Renfe, Your Train, the company responsible for rail transport will put an end to the advertiser’s year at 11:59 p.m., just a few seconds away. to start the twelve bells from Puerta del Sol, in Madrid. The public channel has detailed that this decision is part of its cultural sponsorship of the new year, without advertising since 2010.
“In the spot, produced by the creative agency Mrs. Rushmore, with very little production expense, the viewer is invited to see what really counts: ‘you and yours’. Renfe uses this space to, instead of showing trains or landscapes, remember that ‘more than the trip, what matters is the company’”, details the railway entity through a press release, launched by the Ministry of Transport and Sustainable Mobility this Friday.
As we mentioned previously, the last and first advertisement of each year have a prominent role on Spanish television, in the same way that happens with the Super Bowl advertising spots in the United States. This 2023, the Mediaset and Atresmedia networks shared the same clip to celebrate the arrival of the new figure. Telecinco, Cuatro, Antena 3 and La Sexta jointly broadcast The Conductor, a Coca-Cola tribute to Queen.
Despite this conjunction, their latest announcements in 2022 were different. In Fuencarral it opted for the French telephone company Orange, while the San Sebastián de los Reyes chains occupied their screens with the Japanese cosmetics brand Shiseido. In the case of Spanish Television, they chose not to cut the broadcast during the chimes, opting for a trailer of their upcoming content to welcome the new year.
