Netflix amusingly answers Messi’s famous World Cup question: ‘Qué mirá, bobo?’

‘What are you looking at, fool?’ Viewers need wonder no more, thanks to a new Whatsapp chatbot

Published On
Mar 03, 2023
Journalist Gastón Edul sitting next to a steamed up window with the words ‘Qué mirá, bobo?’

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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.

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. 

A Whatsapp chat with Netflix Bobot


Mar 03, 2023
Client :
Agency :
Creative Director :
Ariel Serkin
Creative Director :
Rodrigo Grau
Strategy Director :
Mariano Serkin
General Manager :
Victoria Clucellas
Executive Creative Director :
Mariano Gamba
Executive Creative Director :
Rodrigo Greco
Creative Director :
Patricio Ramirez
Creative Director :
Ignacio Jimenez
Creative Director :
Leandro Ezquerra
Media Manager :
Suyin Barrios
Production Manager :
Coqui Gimenez Uriburu
Producer :
Berenice Sotelo
Production :
Director :
Tomi Tomi
General Manager :
Adrián Amario
Executive Producer :
Diego Dutil
Producer :
Leo Rock Muriel
Director of Photography :
Juan Maglione
Art Director :
Maria Magdalena Diez
Wardrobe :
Eugenia Fernández Tarnoski
Editor :
Camila Crespo
Post-Production :
Post-Production :
Nico Severino
Post-production Coordinator :
Camila Garrido
Music :
Happy Together
Color :
Alejandro Lescano
Client Services :
Ana Clara Ortiz
Client Services :
Pato Pérez Salvo
Client Services :
Federico Gozaini
Producer :
Mateo Valentin

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