Here is the company's latest television commercial.
The commercial is creatively and strategically brilliant in its support of the business plans of the company. If you are in public relations or advertising or business leadership (or even politics) the larger significance of this commercial is well worth reflection.
The music, of course, is Carly Simon's Academy Award winning song. "We're coming to the edge, running on the water, coming through the fog your sons and daughters. Let the river run, let all the dreamers wake the nation. Come, the new Jerusalem."
In the commercial, the swimmers depart from Palos de la Frontera, Spain. This is the point where Columbus set sail for America.
The artist Evaristo Dominguez depicted the departure of Columbus. The Rabida Monastery, where Columbus met with Franciscans to plan his expedition, can be seen in both the commercial and the painting.
The commercial was done by Publicis España, a Madrid agency.