In the room The Eagle of Madrid it is possible to visit, from February 29 to May 6, 2012, the exhibition The announcement of modernity in which all the creations of the Moro Studies are presented, which worked in Spain between 1955 and 1970. The article is illustrated with a video of the Telerín family. This is one of his creations for children to go to bed after watching television. In the announcement, a portrait of a different Spain, children can be seen praying before bedtime. In addition, this television family pioneered the generation of products for mass sale with great success in Spain and Latin America.
In the exhibition, which is free, you can see a selection of 200 of the best commercials, especially animation. There are also objects, toys and comics of some of the most popular advertising products between the 50s and 70s in Spain in the late 20th century.
This Uncle Pepe's video is absolutely spectacular and the style of that bottle is universal:
And is that the emergence of animated advertising in Spain is the work of the commercial vision of Santiago Moro and the talent of José Luis Moro, both brothers and that at the end of the forties were the greatest exponents of the animation advertising for cinemas and television.
They can be considered pioneers of private enterprise and innovative creative advertising. They won many awards such as the Palme d'Or de Cannes, drinks in Venice and more than one hundred international advertising awards at the most prestigious festivals in the world. In the 60s, three hundred permanent professionals worked in their film and animated advertising studios and made hundreds of monthly advertisements.
The exhibition can be seen from Tuesday to Saturday between 11:30 and 17:30. Sundays and holidays begin at 11:00 and end at 14:00. They are in the El Águila room of C / Ramírez de Prado, 3 - 28045 Madrid. The phone, to ensure schedules, is 917208848.
The El Águila room is an exhibition space that is part of a set of buildings for cultural use, which also includes the Regional Archive of the Community of Madrid and the Joaquín Leguina Library. The entire complex belonged to the former El Águila brewery, which has a Neomudéjar brick style and is also very attractive to visit especially with children on a Sunday morning.
