Lu's idea portfolio​

Nonetheless, I was determined to find my answer. So I searched my brain, running back all of the ads that had once graced my eyes, and I searched online, to see if further investigation would enlighten me. As I added more ads to my list, I realized that it was one of the first ads I saw that I could not get out of my mind. An ad that amazed me even before I knew I wanted to become an advertiser: The Quilmes ‘Benditos’ ad.

The year was 2010: the start of the Soccer World Cup was getting closer, people’s anxiousness was growing and Argentina was preparing for its fate. Quilmes, one of the most famous beer brands in Argentina and also a sponsor of the World Cup, decided to send a message: Everything you feel, we feel it too. So they composed a beautiful work of art which not only had a massive impact on their audience but also set the tone for the whole country. 

In this ad, they run through the history and meaning of soccer in Argentine culture, showcasing all of the highs and the lows. They share a glimpse inside the hearts and souls of the Argentine fanatics. They anticipate the biggest soccer competition of the world and announce that Argentina is coming to win. 

In order to understand why this commercial holds so much weight, one must first understand that in Argentina, soccer is not just a sport. Soccer is an art, a passion of the masses, a glue that is bigger than any social or political difference; it is part of the national identity. When the World Cup comes around, it is as if reality stops; everything else, stops. We are all one standing together in unity and solidarity. We share a fire in our souls that is ignited every time we see the soccer players enter the field. In Argentina, soccer is a cultural phenomenon. 

This ad is powerful, meaningful and purposeful. It is living and breathing poetry. Through every word that is spoken and every picture that is shown, it leaves no heart untouched. “Can’t help but to get emotional”, “Proud to be Argentine”, “It gave me goosebumps.” Those were just some of the many comments left underneath the video. You can even find a Brazilian [Brasilians and Argentines are known soccer rivals] stating that this is one of the only commercials that was able to depict what it is like to be Argentine. Everybody in my country has seen the ad and everyone in my country enjoys watching it time and time again. 

‘Benditos’ by Quilmes makes you laugh, cry, smile… it takes you through an emotional and vivid journey. Everything in this commercial is handpicked in order to create a harmonious composition of emotions. The pace of the ad speeds up and then slows down, monitoring the heartbeats of the audience and keeping them on the edge of their seats. The passion of the narrator vibrates through every word, through every breath, beautifully conveying the national sentiment. The visuals show snippets of the past, opening doors to distant memories and telling stories of the future. The slogan, ‘ Quilmes, Playing with heart’, perfectly the essence of the ad. I think this Cielo Agency ad is the most captivating I’ve seen because it achieved what very few ads can achieve, becoming a masterpiece.