When craft weighs more than 5 tons, of SLIME.
THE CHALLENGE
Repsol, together with DDB, brought us one of the wildest briefs we’ve ever produced: create an impossible spot… with a finish that feels flawlessly real. In under 10 days, we had to build a giant ramp covered with over 5 tons of “gum”, and raise two colossal piñatas over 10 meters tall, so the Dakar rally car could smash straight through them.
See below the result of the two TV Commercials.
HOW WE DID IT
With Javier M. Carrera as director and a razor-sharp production team, we built a self-contained universe inside one of Spain’s largest soundstages.
For the ramp, we teamed up with SBRamps (specialists in skateparks and custom ramps). They engineered the structure; we turned it into a sticky nightmare by manufacturing and applying 5 tons of gum-like slime.
PART 2
In parallel, we worked with a top-tier art and special effects team to build two giant piñatas that didn’t just need to look spectacular: they had to break exactly the way the plan demanded.
And the detail that changes everything: we only had two takes per challenge. Two. With TV-grade finish, maximum control, and maximum craft.
THE TAKEAWAY
This reminded us of the whole point: innovation isn’t saying, “let’s do something crazy.”
Innovation is making it real with the camera close, hard light, two takes, and a prime-time standard.
When the script demands something that doesn’t exist, at Glassy we do the only sensible thing: we build it.
We blend engineering with art. Planning with instinct. Precision with energy.
Because craft isn’t negotiable: if it doesn’t feel true, it doesn’t count.
What they said
“In these times of AI, it’s also nice to do things for real.”
Jorge Campaña & Arturo Sánchez · Creative Directors, DDB Spain
LatinSpots (opens in a new tab) · Translated from Spanish
In the press
- Marketing Insider Review Repsol lanza la campaña ‘El Dakar es muy exigente, pero tú lo eres más’ para «demostrar la calidad de sus combustibles renovables» 22 Dec 2025 (opens in a new tab)
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DDB y Plex ponen a prueba los combustibles renovables de Repsol
23 Dec 2025
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- Control Publicidad DDB y Plex ponen a prueba los combustibles renovables de Repsol 23 Dec 2025 (opens in a new tab)
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Repsol pone a prueba sus combustibles renovables con retos extremos propuestos por los usuarios
23 Dec 2025
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DDB y Plex ponen a prueba los combustibles renovables de Repsol
29 Dec 2025
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- MarketingNews Repsol pone a prueba sus combustibles renovables en una acción con Plex 8 Jan 2026 (opens in a new tab)
