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Christmas in August

PR Campaign

Friday 21st August, 2026

Universal Music Spain announced David Bisbal’s new Christmas single in August with an AI-made video showing a child building a snowman on a sunny beach. The deliberately out-of-season contrast, paired with the line “Christmas is closer than ever”, created a simple seasonal talking point around the release.

Why it worked: It hijacked the calendar with a clean visual contradiction—AI snowman on a summer beach—creating instant seasonal controversy and headline-ready framing.

The lesson: Consider announcing an off-season twist with a single striking image that flips expectations and forces a “wait, what?” news hook.

Universal Music Spain David Bisbal

1 Source:

Coverage over time

How this story spread across the media

Publication	Headline	Date
abc.es	David Bisbal anuncia su nuevo villancico en pleno agosto con un vídeo hecho con IA: «La Navidad está más cerca que nunca»	Friday 21st August, 2026

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