In a festive twist on holiday advertising, Iberia Airlines has launched a moving Christmas campaign, placing human connection at its heart. Titled The Christmas Dilemma, the campaign presents a poignant experiment: four travellers must choose between an all-expenses-paid trip to their dream destination or returning home to spend Christmas with their loved ones.
A Dilemma to Remember
The advert, developed in collaboration with McCann Madrid, follows four real passengers as they face a surprise decision at the check-in counter. Manuel, a Sevillian living in Peru for eight years, and Pierina, a Peruvian who has spent three years in Madrid away from her family, are among those featured. Believing they were participating in a documentary, the travellers are caught off-guard by Iberia ground staff with the life-altering choice.
Their decisions, filled with hesitation, joy, and tears, unfold in real time, while their families and friends watch the emotional moments live. The ultimate reveal drives home the message: at Christmas, no destination compares to the warmth and love of home.
Beyond an Advert
Directed by Santiago Zannou and produced by Júpiter, the campaign film was shot in Madrid and Peru. It debuted on December 16 across TV, cinemas, and social media in Spain, with social media versions also shared in Colombia, Mexico, and Argentina. The advert is available in formats ranging from 20 seconds to a full three minutes, capturing the raw emotions of the experiment.
The campaign aligns with Iberia’s mission of connecting people globally. At Christmas, this mission becomes deeply personal, highlighting the universal desire to reunite with loved ones during the festive season.
Giant Boarding Passes: A Unique Teaser
Before the advert’s official launch, Iberia unveiled a creative teaser. Starting the week of December 9, the facades of buildings across Spain were transformed into giant Iberia boarding passes. These passes bore the names of homeowners or their relatives, symbolising the return of loved ones for Christmas.
Among the highlights was a boarding pass displayed on the house of Daniel Illescas’ grandmother in Castellón de la Plana, delighting the travel influencer and his family. Similar installations appeared in Valladolid, Colmenar del Arroyo, and Penagos in Cantabria, sparking curiosity and engagement both in-person and on social media, where influencers amplified the campaign’s reach.
A Universal Connection
By offering participants the choice between their dreams and their families, Iberia’s campaign resonates universally, reminding audiences that the greatest journeys often lead us back home. It’s a testament to the brand’s purpose: Connecting people, we create the future.
Through this heartfelt campaign, Iberia not only showcases its global connectivity but also delivers a powerful message about the irreplaceable bonds of family, especially during the holidays. For those who dream of reuniting with loved ones, this is a story that strikes a chord.
The full advert can be viewed here, with further distribution across TV, cinemas, and Iberia’s social media profiles.
