What is the equivalent of the Hollywood sign in Spain? When you see the big black bull as you drive through the peninsula…You know you are in Spain. These iconic symbols are the Osborne bulls.
The highly recognizable Osborne Bull has a very different story to the rest of the emblematic symbols of the world. No, it’s not just a decoration. It is an extremely ingenious marketing campaign, which dates back to 1956.
Osborne is a brand of alcoholic beverages from Jerez de la Frontera, mostly recognized for their sherry and brandy. Sixty years ago, they embarked on a mission to create a new advert for their Veterano brandy.
This job was given to artist Manolo Prieto, who designed an outline of a bull that would blend into the landscape, with the words ‘Veterano Osborne’ written across. Over 200 bulls were made and placed strategically around Spain. The first ever bull was placed in Cabanillas de la Sierra (Madrid) in 1957 and was around 4 metres high and made of wood. In 1961, due to their rapid deterioration and bad weather conditions, they started making them in metal and 7 metres high.
A key moment for Osborne and their creation was in 1962, when the Spanish road laws changed, forcing brands to keep their advertising 20 metres away from the road. What did Osborne do? Double their size! By 1974, the company had to relocate the 14-metre tall bulls, as laws pushed back advertising another 30 metres, forcing them to be 50 metres away from cars and roads.
However, it was in 1988 when Osborne realised what an impact they had made. This year, the government banned road-side advertising completely. However, due to social pressures and public opinion, the Osborne bulls were allowed to stay (without the writing), as there was enough evidence to prove they had become a crucial part of the Spanish landscape, loved by all. The Osborne bulls are now worldwide celebrities, as you can find them in other countries like Japan, Denmark and Mexico.
This is the story of an ingenious advertising scheme, a very clever artist and a cultural addition and symbol of Spain. There are currently 92 bulls across the whole of Spain- have you spotted some?
We chatted about this topic on the show:
