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Moro Studios, a Landmark in European Animation
Tribute to José Luis and Santiago Moro
Santiago and José Luis Moro ANIMACOR will pay a tribute to the illustrator and animator José Luis Moro. He and his brother Santiago brought about the rebirth of cartoons in Spain in the late 40s, and since 1955, the revival of advertising animation for cinema and television when they founded Moro Studios, along with Movierecord. José Luis Moro directed an exceptional team of animators of such stature as Pablo Núñez, Francisco Macián, Paul Casalini, Bob Balser and Marcel Breuil. Moro Studios represents the golden age of advertising in Spain. The rebirth of cartoons came about thanks to the rise in advertising that appeared with Spanish television TVE in 1957, and its set programming in the 60s. That decade is considered to be the “second golden age of animation”, especially because of the innovation in advertising from Moro Studios. They first appeared in cinemas and were associated with the advertising company Movierecord and its famous filmlets, and then their spots were included regularly in daily programming of Spanish television. The creators of this Pop phenomenon were the Moro brothers, José Luis as the great illustrator and Santiago as a creative force. Over fifteen years, their super-famous Moro Studios produced most of the advertising filmed for cinema and television and was innovative both in animation spots as well as in live action film when audiovisual advertising did not exist in Spain. Its expansion was stunning. They set up studios in Madrid, Barcelona, Lisbon and the United States. They became famous for their spots for Profiden, the dancing of the bottles of Tío Pepe, the surprise disks, with the famous don Pedrito and the jingle “Está como nunca el sabor que mejor sabe: ¡Fundador!” (“The best tasting flavor is better than ever: Fundador!”), and the promotion of Quina Santa Catalina and her Quinito: “¡Y da unas ganas de comerrrrr!” (“And it makes you want to eeeeatttt!”) We can still remember, because of its modernity, the striptease of the Avecrem hen and the little cows of Starlux. And most of all, the Blanquita doll from the campaign, “Ése lava más limpio” (“This washes it cleaner”), the pioneering mascot of commercial detergents. And for the cognac advertisement with the image of a woman, Elena Duque, for “Veterano, ¡qué coñac!” (“Veterano, what a cognac!”). In five consecutive years, the Moro Studios won three Palm d’Or at Cannes, two cups at Venice, and more than one hundred international advertising awards. In the 60s, three hundred permanent professionals worked in their studios and they made hundreds of advertisements monthly. But their immense popularity is owed to the “Telerín Family” and their legendary advertisement: “Vamos a la cama” (“Let’s go to bed”), recognized as one of the biggest landmarks in Spanish television. José Luis Moro started out as an illustrator in the late forties and became famous for his stylized and spectacular “chicas Moro” for the women’s magazines Mis chicas, Chicas. He collaborated with Francisco Macián on El mago de los sueños and the mascots La Ruperta, La Botilde, El Chollo and El Antichollo for the television program Un, dos, tres are all his. Lluis Fernández
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