Back in 2011, Sony proposed transforming Júzcar into a Smurf village for a couple of months to promote The Smurfs (1 and 2). All the houses were painted blue by the company and major big promotional event was held in the village to promote the films. Smurfs are highly popular in this area since then. There is only one person in Juzcar who is not happy with the “Smurfness” of the town and refused to have his house painted – and is therefore known locally as Gargamel (the villain in the Smurfs). However, for Juzcar and Sony’s marketing department, the “Smurfing” of the village has changed lives and brought the area back to life.
Source: Screen Daily