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Cabify just dropped a campaign called Made in Madrid. Sixty seconds. No celebrity. No drone shots of Gran Vía. Just a voice listing the way people in Madrid shorten everything.

Fuenlabrada is Fuenla. San Sebastián de los Reyes is Sanse. Torrelodones? Nobody says that. It's Torre. And you don't take a Cabify — you pillar un cabi.

That's the whole ad. A catalog of local speech habits, ending with the brand name treated as one more example of the same thing.

It's a clean idea. The city has a dialect — not a regional language, just a set of compressions and shortcuts that signal you belong. Cabify is saying: we belong too. We've been here 15 years. We got the accent.

The copy was handled by Jellyfish, and whoever wrote this knew what they were doing. This isn't generic "local brand" positioning. It's specific enough to actually land.

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