It’s taken a little while, but Netflix Argentina has come out with a funny campaign playing off Argentine champion Lionel Messi’s viral moment from last year’s World Cup, when he called out “Qué mirá, bobo?” (“What are you looking at, fool?”) at a Netherlands player while being interviewed after their tense quarterfinal match.

Messi 🤬😂

“Que miras bobo”

“What are you looking at you fool” #WorldCup pic.twitter.com/T9eItrMihX

— Sacha Pisani (@Sachk0) December 9, 2022

The moment quickly went viral. And now Netflix, not quite as quickly but in a welcome move anyway, has replied. Working with the agency Isla, the streamer created a chatbot on Whatsapp called Bobot. If you ask it “Qué mirá, bobo?”, it will come back with chatty viewing recommendations—since “Qué mirá” can also mean “What are you watching?”

And they didn’t stop there. They also created the spot below, which stars Gastón Edul, the reporter who was interviewing Messi at the time of his outburst.

“We all like to talk about TV series. It is something that connects us. Be it with friends, family, co-workers or whoever, at some point the subject always comes up and the question is, ‘What are you watching?’” said Mariano Gamba and Rodrigo Greco, Isla’s creative directors.
 
The campaign also includes OOH advertising and social media.