Why an Argentinian beer ad is going viral after the World Cup final

Spot by AB InBev's Quilmes revolves around 'coincidences'

Published On
Dec 21, 2022

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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."


Dec 21, 2022
Client :
Agency :
Connection Director :
Guido Lofiego
Managing Director :
Vera Nesis
Diego Gueler Montero
Creative Director :
Dario Ventura
Head of Art :
Mayra Brulc
Creative Team :
Ignacio Allami
Creative Team :
Federico Silva
Creative Team :
Santiago González Llanos
Creative Team :
Álvaro López Valencia.
Head of Strategy :
Manolo Jofré
Strategy Team :
Joy Giangualano
Strategy Team :
Nicolás Bruno
Strategy Team :
Nicolás Prosen
Community Manager :
Juan Tabanera
Head of Operations :
Agustina Vadori
Head of Project Manager :
Agustina Simone
Project Manager :
Lucila Peydro
Project Manager :
Jacinta Cardini
Head of Production :
Sebastian Torrella Reinoso
Agency Producer :
Lola Winer
Agency Photographer :
Florencia Giardino
Client :
Alfredo Sayús
Client :
Daniela Fux
Client :
Chiara Guillemi
Client :
Victoria Ramadori
Client :
Florencia Monge
Client :
Martin Cascardo
Client :
Tomás Fernandez
Head of Connections :
Alvaro Figueroa Alcorta
Connections Manager :
Mateo Valentin
Production House :
Director :
Augusto Gimenez Zapiola
Director :
Martin Holzman
Chief Production Manager :
Nano Tidone
Production Manager :
Diego Gonzalez
Producer :
German Escande
Production Coordinator :
Natalia Barrios
DF :
Luciano Badaracco
Art Director :
Sebastián Serra
Color :
Alejandra Lescano
Editor :
Leandro Aste
Editor :
Joaquin Pellarolo
Post-Production :
Aldo Ferrari
Sound Mix :
Music :
Gastón Baremberg

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