The TV spot shows a real Christmas tree growing in the Retiro Park in Madrid. The fruit it bears are Christmas decorations and it grows thanks to the people´s wishes. This tree was actually “planted” in real life in the same park. People came to visit it, write their wishes on balloons and release them inside. They could also do this by visiting elarboldelosdeseos.es. Finally on the 6th January 2008, thousands of balloons were released into the sky. The campaign concept was “Christmas is coming to Madrid. And it is the best thing that can happen to a Christmas wish”.

The TV spot told the story of a municipal park keeper who discovers a real Christmas tree sprouting in Madrid. This same story was played out in real life too. A Christmas tree was “planted” in the Retiro Park, and grew with the help of people’s wishes that were written onto balloons released inside it. People could also leave their wishes on the Internet (elarboldelosdeseos.es). The campaign also ran in radio, outdoor and false front covers in Madrid daily newspapers (as featured in the spot) to announce news of the discovery of the “Magic Tree” in the park.