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Heavily Accented
“Con Mucho Acento (heavily accented)” is the repositioning of Cruzcampo, a beer brand created in the south of Spain that has become the second most sold in the country but also the most hated outside its hometown, Andalucía. This concept enhances having an accent, not only as a way of speaking, but as a way of being proud of your roots, wherever you’re from. Explained by the one and only Lola Flores, a Spanish icon that is brought back with deepfake technology, the campaign turned the prejudice towards southern accent into pride. Launched on January 21st 2021 (Lola’s birthday), it quickly became a cultural phenomenon in Spain becoming one of the most viral ads in the last 10 years, appearing in every news, having a parody in the biggest late night show, thousands of memes and articles around it. The campaign featured emerging Andalusian artists as Maria José Llergo, Califato 3/4 & Habla Tu Andaluz as heirs of this strong speech.

Filmed by Eric Morales, produced by PRIMO. Photography by Dani de Jorge.













The technology behind it used more than 5000 archives of the artist to bring her back and opened a big debate around this technique and the ethics behind the use of it. One of the first campaigns to use this tool not as an idea, but as a media to communicate.























The campaign not only connected with millions across the country, it also sparked a debate around the existing “glotophobia” (noun: linguistic xenophobia, linguicism; discrimination against people based on their native language or dialect), a phenomenon that occurs in many nations towards regional and foreign accents.


    Fun facts

  • An agency in Mexico replicated it for a supermarket  copying the script replacing Lola for Cantinflas.
  • It went so viral that grandmas were sharing it on whatsapp, including mine before knowing her grandson was involved.
  • There are people out there with quotes from the spot tattooed on their body.
  • Lola’s daughter used to impersonate her mom for fun and it turned out that she did it better than the professional impersonator we hired, so she ended up doing the V.O.
  • The campaign was filmed 3 days before lockdown and got canceled 4 times before being finally released almost a year later.