AB InBev's Argentinian beer brand Quilmes took something of a gamble, when, at the start of the World Cup, it released a commercial that revolves around the country's chances of winning. 

The spot, titled "coincidences," sees Argentinians discussing the supposed similarities between previous World Cups when it won, like  the 1986 World Cup (when it famously won with Diego Maradona), and the 2022 World Cup in Qatar, when it fancied its chances with Lionel Messi.

For instance, the 12pm time of  the cup final was the same, in both years Canada qualified and Chile did not, both Christmases before the World Cup it rained in Buenos Aires (and so forth). And of course, in both years, Argentina believed it had the best player in the world.

The clever and uplifting spot, by Buenos Aires agency DraftLine, spot was popular, but had Argentina not progressed beyond the group stages, the strategy might not have completely paid off. But it turned out to be the perfect commercial given Argentina's ultimate victory. Quilmes has now created a follow up commercial, below, showing how things played out, and the whole campaign is going viral on social media.

"We met a great challenge, which was to listen and connect with what was happening to people," commented Guido “Chapa” Lofiego, connection director of DraftLine. "Quilmes and the World Cup are synonymous, given the brand's connection to football. It was so motivating to see Argentine reactions to the commercial and how people appropriated the message and it immediately went viral."

“I chose to work in creativity thanks to Quilmes advertisements, because every Argentine creative dreams of being in the agency that Quilmes works with in a World Cup year," added Diego Gueler Montero, DraftLine's chief creative officer. "All the reactions to this commercial made it a dream come true for me and for the great team with which we made this beautiful idea."