What historical context led to the creation of the Osborne bull advertising campaign?

The Osborne bull campaign originated in Spain during the late 1950s as part of a marketing strategy for a brandy called "Veterano," produced by the Osborne company, which was founded in 1772. The campaign was initiated in 1956, when the Spanish government, seeking to promote the country's agricultural products and boost tourism, allowed the placement of large advertisements along highways. The iconic silhouette of a black bull was chosen for its visual impact and symbolic representation of Spanish culture and tradition.

Initially, the bull was utilized primarily for advertising purposes, but as the years progressed, it became a cultural symbol in its own right, representing Spanish identity and heritage. In the early 1980s, however, the Spanish government outlawed large advertising signs along highways, leading to a debate about the bull's status. Rather than dismantle the structures, the Osborne company was granted permission to keep the bulls, empowering them as an unofficial national emblem.

The Osborne bull thus transitioned from a commercial advertisement to a celebrated cultural icon, reflecting the dynamics of advertising, nationalism, and the evolving cultural landscape in Spain, including regions like Mallorca.