Siesta.co takes a nap while its relaxing film does the talking

Siesta.co is largely absent in its latest film, ‘The Spanish Dream’, which instead sells the feeling behind the brand

As brand slogans and logos take a back seat to visuals, as was famously the case with British Airways and Tesco last year, Siesta has taken that a step further, being almost totally absent from its own advert.

You’d be forgiven for not realising then, that the brand sells tinned Spanish seafood, conservas and pantry staples. Not that they feature at all in its effort here.

Instead of focusing on its food, Siesta celebrates the Spanish institution that inspired the company itself, juxtaposing it with ‘the American Dream’.

The film’s voice-over unfolds poetically: "A siesta is like a tiny night in the middle of the day..."

It's a campaign that trusts the audience to listen, celebrating rest in a culture increasingly obsessed with productivity.

Visually, director David Gaspar uses dreamlike imagery: a woman falls asleep while walking, and a car journey flows seamlessly into a beach scene. Then the beach transforms into a sofa.

Rather than showing a siesta, the film recreates the sensation of drifting into one.

The choice not to actually brand food (or even siestas, for that matter) is the ultimate encapsulation of one of advertising's dictums: people remember emotions more readily than products. And we’re here for it.