El Toro Negro
Driving the highways of Andalusia, we saw these iconic black bulls everywhere. Like many tourists, we assumed they were emblematic of Spain. Perhaps an inspired product of the Spanish Department of Tourism. We assumed wrong.
They are sherry billboards.
In 1956, Osbourne Sherry asked its advertising agency to design a symbol for roadside billboards. Construction began immediately, and soon these things were everywhere. The words “Osbourne – Sherry & Brandy” originally appeared on the bull’s side.
Many years later, in 1988, a new General Highways act set a one-year removal deadline for all advertising on state highways. The reasoning? It was dangerous for motorists to read and drive at the same time. The offending text was removed by the deadline, but the black bulls remain.
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We’re participating in Delicious Baby’s Photo Friday series with this post. Head on over there and check it out more fun travel pictures from all over.
January 22nd, 2009 | by Jamie Pearson 17 comments
1. Debbie Dubrow on January 22nd, 2009
What a terrific story!
2. wandermom on January 22nd, 2009
Hilarious!
So glad you put up your Photo Friday post early – otherwise I might have missed this :)
3. Carolina on January 22nd, 2009
Funny, they remove the lettering so as not to distract drivers, as if these gigantic black bulls would not be distracting either.
4. heatheronhertravels on January 23rd, 2009
Now that’s a lesson in clever branding
5. soultravelers3 on January 23rd, 2009
LOVE it! Have you seen the one with the flamenco dancer next to the bull in Jerez?
We just adore these bulls and they are everywhere in Spain, even in the north or Barcelona, not just in Andalusia. When we return to Spain for the winter after our many months of traveling, we delight in the warm welcome from our black bull friends greeting us as we drive “home” to our tiny 15th century village. ;)
6. globalgal on January 23rd, 2009
The black bulls are everywhere in Spain and I love that they decided to leave them up! I have many photos of them, none of them very good since I always try to take them from a speeding car! They are not, however, the only billboards left. There is this one too!
http://globalgal.smugmug.com/photos/367346753_CaENE-S.jpg ( I don’t know if that link is going to work, but it is a photo of a Tio Pepe billboard, a bottle dressed up in a hat and bolero with a guitar at his side.)
7. Sharlene on January 23rd, 2009
I loved that! What a great story. My heart sighs when I think of Spain. I have never been. Supposed to have gone, but got pregnant with twins instead. Way too sick to move let alone travel. Sigh. I will get there.
8. Angela Nickerson on January 23rd, 2009
How funny! Goodness, those motorists better not drive through South Dakota — lots of billboards WITH words. Perhaps the black bull is the Wall Drug of Spain?
Cheers!
9. Carole Terwilliger Meyers on January 23rd, 2009
Thanks for solving this mystery!
http://www.travelswithcarole.blogspot.com/
10. Lifecruiser on January 23rd, 2009
Thanks for clearing that up, we’ve been discussing what they’re all about :-)
I’m glad that they did left them, because they’re kinda cool!
We were in Andalusia last spring, we have a friend who moved back there last spring.
11. Jen@Heading North After Naptime on January 23rd, 2009
How funny! A very cool story for some funny pics! I love to find things like that when we visit places.
12. Mara on January 23rd, 2009
As always, a quirky and funny story.
13. Donna Hull on January 24th, 2009
What a fun picture with a quirky story. Loved reading it.
14. Dominique on January 24th, 2009
As always, there is more to the story than meets the eye!
Thanks for sharing.
15. Mom on January 24th, 2009
Sounds like a bunch of bull(s) to me.
16. Henry on January 28th, 2009
This bull is very famous in Spain.
17. John on April 3rd, 2010
Hi every1!
Osborne’s bulls are not anymore a sign for that company.
Spanish Law said they had to be removed of any place. But, people ask to maintain them as part of our roads and sightseeing. They were created at El Puerto de Santa María in 1956 by a local blacksmith. But they have world relevance. They are now a sign of Spain not a sign of a trademark.
Best, JL
17 Responses to “El Toro Negro”