Tomato battle between BBVA and Banc Sabadell
For some time now, both entities, in the takeover bid conflict, have been sending messages to each other and appealing to their clients through advertising, especially to the Catalan bank's shareholders. BBVA's Dialogues, Sabadell's Sant Jordi campaign that invited them to give the dragon a good telling off with its devouring falera and offers to exchange shares. This Monday, after Josep Oliu had asked small shareholders for loyalty, Banc Sabadell hammered home that message with a very long, four-minute advertisement after the Evening news.
The scene recreated the sales signing of Noguera Alimentació, a successful three-generation family business, in a large chain, Food Market. As Mr. Noguera was about to sign, during a very tense meeting, his son interrupted him pleasantly: "Father, I don't want to fight again. Just listen to me," he pleaded. And the boy gave him an epic pep talk that lasted the entire spot. He reminded him of the importance of his brand, of his stores in the region, that they know the name of every customer, that they address suppliers by their nickname, that they can differentiate a kumato tomato from a raf or an ox heart just by smelling it. To soften him up, he reminded him of the pleasure of giving away bottles of the oil he makes himself "with his own hands," from the olive trees in his grandfather's and grandmother's fields. "We've never had it so good," the son emphasizes to his father: "Selling now would be accepting that being ourselves isn't enough. And I refuse!" He reminds him that Noguera Alimentació has a soul and that they shouldn't sell it. Luckily, mid-speech, the manager of the Banc Sabadell branch appears with a financing proposal to bolster the family business. She arrives late and on a motorcycle they've lent her. But she arrives when necessary. The son makes one last statement to his father, a man who seems endearing: "Being authentic always ends up being more profitable than trying to appear older." And Mr. Noguera backtracks at the last second, returns the elegant fountain pen to the retail giant (very expensive and old) and picks up the digital pencil (light and modern) to sign with Banc Sabadell and not sell his soul to the devil. The magnates on the other side of the table, who look like loan sharks, seem pained by the defeat.
The advertising metaphor is once again obvious: they're talking about themselves. Sabadell activates a narrative of resistance, trying to strike a chord, appealing to emotion and identity. Beyond the numbers, which are sufficient—even for four-minute ads in prime time– Reference is made to values such as trust, tradition, good manners, a keen eye for business, and attention to detail.
Advertising has become a new strategic weapon in this takeover bid. There's a financial battle, and a parallel one on television to control the narrative and public opinion. But beware, because the knowing glances between Noguera's son and the woman from Banc Sabadell seem to go beyond a strictly professional relationship. Let's see if, thanks to the takeover bid, this will be the start of a new Catalan soap opera.
