The city of València recently witnessed the unfurling of a large advertising banner in its center, depicting two friends embracing with the slogan “L’esmorçaet en el bar de siempre” (The snack at the usual bar). This campaign, which sparked debate due to its use of an uncommon term, has highlighted the growing trend of brands using Valencian in their communication.
The banner's removal revealed a deeper discussion about why major brands, such as Coca-Cola, choose Valencian to express ideas of happiness or closeness. This phenomenon is increasingly visible in emblematic city spaces, even in areas where the oral use of Valencian is not predominant.
“"In a homogenized and somewhat depersonalized world where all cities are almost the same, there is a consumer profile desperately seeking authenticity, difference, and genuineness. Let's say that the use of Valencian, although sometimes superficial and cosmetic, does try to bring us closer to that which is very much ours, reminding us that we were once different and perhaps continue to be a culture with unique nuances and roots."
For his part, a co-founder of the creative studio Granissat celebrates the presence of Valencian in advertising, as it demonstrates that it is a living language with a future. However, he warns that agencies and brands often fall into the use of worn-out and repetitive clichés, which can distort the message and the perception of Valencian culture.
“"If you want to run a campaign that speaks Valencian, perfect, but it must speak authentically, without falling into absurd and outdated clichés that do not perpetuate a reductionist, folkloric, and provincial vision of Valencian identity."
The paradox lies in the fact that this commercial pursuit of authenticity can end up as a pastiche that clashes with lexical and cultural reality. Personalization through the local language is presented as an effective tool for brands in a saturated advertising environment, allowing for a deeper connection with the local community. Therefore, it is crucial for advertising to take seriously the environment it addresses, avoiding simplifications and stereotypes.
