Few banks invest as generously in the social sphere as Caja Madrid. The aim of this spot is to illustrate the bank’s support for the positive integration and promotion of social mobility of people with learning difficulties.

The Obama electoral campaign was at its height at the time of this commercial. The bank’s claim is IF YOU WANT IT... YOU CAN GET IT.The synergy with Obama’s ‘YES WE CAN’ speech are clear.We adapted the Obama speech to create a spot in which these same disadvantaged people invite society to work towards developing a world in which they too can have their place.