El Reencuentro: a Christmas Campaign from Mediaset España Focused on Getting Closer

The Christmas campaigns have a special capacity: they condense the emotional climate of a moment of the year, and, in a way, of the country, into a few minutes. In “El Reencuentro” (The Reunion), Mediaset España’s 2025 Christmas campaign, that snapshot is built from a simple and recognizable place: the closeness that is sometimes lost and that, under certain circumstances, finds a way to return.

The campaign, conceived by our colleagues at CHINA part of LLYC, and produced by Only 925, opts for a cinematic tone that complements the story without overpowering it. Directing is handled by Rodrigo Cortés, a Spanish director, screenwriter, and producer with an international career who brings a restrained, emotional, and precise vision to the piece.

The story takes place in a restaurant full of typical conversations and routines. Amidst this everyday scene, two children appear, playing, running, and transforming the space into their own stage. They are movement, presence, and spontaneity. No one seems to notice them, although their energy sustains the narrative without the need for words.

The twist comes when both stop playing and separate. Suddenly, the camera reveals the essential truth: those children are not there. They are the emotional reflection of two adults who were once friends, who shared an important part of their lives, and who, as time passed, followed different paths. The story doesn’t seek to resolve that distance or explain its reasons, but instead invites viewers to observe the moment when memory becomes a possibility for getting closer.

What is interesting about “El Reencuentro” is its deliberate choice of sobriety. There are no grand gestures or sweeping declarations. The piece opts for an intimate, almost silent tone to speak about something many people recognize: the experience of losing touch with someone significant and the possibility, sometimes timid, of reconnecting. This subtlety connects with a growing trend in current narratives, where campaigns do not try to raise the emotional volume but rather reduce the intensity to allow for more personal interpretations.

Premiering on all Mediaset España group channels, the campaign marks the holiday season without resorting to forced optimism or explicit nostalgia. It prefers to observe a simple truth: that what once united us can still be meaningful, even after all this time. And that closeness, sometimes, doesn’t require grand speeches, but a minimal gesture toward the other person.