The iconic Osborne bull that stands as a silent sentry over the roads of Alicante is celebrating its 70th anniversary. This towering black silhouette, which has become an unofficial symbol of the Spanish landscape, first appeared on the nation’s hillsides and highways in 1956. Originally designed by artist Manolo Prieto for an advertising campaign for the Osborne Group’s “Veterano” brandy, the figures have survived decades of legal battles and changing regulations to remain a cultural fixture.
In the province of Alicante, one of the most prominent examples of these 14-metre-tall metal structures can be found in Finestrat, overlooking the AP-7 motorway near Benidorm. Another notable figure is located near Santa Pola. These structures, which weigh approximately 4,000 kilos, were originally made of wood before being replaced by more durable metal versions in the 1960s to withstand the elements.
Over the years, the bulls have faced several threats of removal. In 1988, a law was passed to ban all commercial advertising on national roads, leading the Osborne Group to remove the red lettering from the bulls’ sides, leaving them completely black. However, in 1994, the Ministry of Transport ordered their total removal, arguing they were a distraction to motorists. This sparked a massive public campaign to “Save the Bull,” with citizens and intellectuals arguing that the silhouette had transcended its commercial origins to become a piece of cultural heritage.
The Spanish Supreme Court eventually ruled in 1997 that the bulls could remain as they had become an “intrinsic part of the landscape” with significant aesthetic and cultural value. Today, while the number of these bulls across Spain has dwindled from over 500 to just 92, they continue to be maintained by the Osborne Group, even without their original branding. In the Valencian Community, there are currently 11 of these colossi still standing, continuing their long tradition of watching over the region’s motorists.
