The name of the new advertising campaign is The Essence of Miss Dior and it was filmed in Calella, the ambassador of the French brand is Natalie Portman. La Roca Grossa became, once again, a set where the recording of Dior's new promotion took place under the slogans “brave, free, constantly evolving and loving stronger than ever,” in English. Portman has stated in an interview within the promotion that her favorite part of her advertisement was the one in which she was on the Roca Grossa beach in Calella and went into the water, she claims that it was liberating.
The promotion of the city by the Tourism Area of the City Council through the Calella Film Office has positioned Calella as a city-set, achieving a positive impact and media recognition of the city brand. So much so, that the news about the Dior advertisement filmed from Calella has provided an organic promotion of the destination derived from media coverage, that if a Calella advertising campaign had wanted to be carried out with the same impact, it is estimated that more than 60,000 euros should have been invested; according to the calculation of the equivalent advertising value.
The Hollywood actress and Oscar winner is the best-known face that has passed through the city-set managed by the municipal service Calella Film Office (CFO). Likewise, other well-known brands and personalities who have acted in cinema or advertising in Calella are Dani Rovira with the film “A 100 meters”, based on the real story of improvement of Ramon Arroyo, a participant in the Calella-Barcelona Ironman with Multiple Sclerosis, the Christmas campaign by the company Anna de Codorniu, some scenes from the series “Com si fós ahir” on TV3 and the film “Amigos para siempre” by Román Parrado, a tourism promotion campaign by Turespaña, as well as the Tabú program by Channel 0 on Movistar, with the participation of Lluís Homar.
The Calella Film-Office has hosted numerous filmings since its creation in 2016 with the Calella actor Juli Fàbregas as ambassador of the initiative. However, Calella was already then a municipality with great activity in the performing and audiovisual arts, which continues today and has been increasing. The city is part of the Gaudí Cycle of film projections in Catalan and the CineXic children's film project in Catalan. In addition, every year it also hosts the Calella Film Festival, the Festimatge, the International Dance Day festival, solidarity musicals by local entities, the Calella Scene theater series and has the oldest active movie theater in the country.
Last year, Calella managed a total of 26 productions and the most requested location was the Roca Grossa, followed by the lighthouse and other spaces in the city center. Another of the productions carried out, which has been recently launched, is the spring tourism promotion campaign of the Consorci de Turisme del Maresme.
This year, the Calella Film Office has managed seven productions; of which one is the video presentation of the singer from Calella Aina Da Silva for the Eufòria contest of 3Cat and another is an international brand.
