Las crisis del Habitar: Cine y publicidad en el Branded Content Cinergía – Gas Natural Fenosa

Abstract

Our work will develop a textual analysis of the short movies included on the Branded Content strategy “Cinergía” (Paco Plaza, Rodrigo Cortés, Jaume Balagueró and Juan Cruz, 2015), developed for the Spanish energetic company Gas Natural Fenosa. In our analysis, we will see how the different stories are built over the classical resources of the horror film as a reflection of the “dwelling” (as a heideggeran concept) in the context of the spanish economical and ideological crises. To achive our goal, we will start proposing a context for the object of our study, starting with the television spot “Happiness” (Huigo Menduña, GNF, 2010). After that, we will show how the four short movies shown different gaps between the inner philosophy of the brand and the morbid textual materials used during the filmation of each piece. We will focus our analyse over three concrete concepts: the contemporary problems of dwelling, the marks of the subjective crisis and, of course, the limits of the artistic manifiestation.