In Spain, and many other places around the world, there exists discrimination against certain ways of speaking. Andalusia, the region where Cruzcampo was born, is the place in Spain that receives the most ridicule.

Using our Brand essence as a starting point “True joy comes from being yourself”, we used Behavioral Science to help us find the strategic path “Proudly different”, which allowed us to place the value on being proud of the way we are. We used one of the most powerful drivers of inter-human evolution: The authenticity of the accent.

Accent understood as a concept that transcends linguistics, a universal empowering tool that sculpts our personality. Accents give us character and make us unique. We knew that if we approached it in the right way, the message would work everywhere and be relevant to many.

So no longer were we a bitter beer, consumed by our audience’s parents in old southern bars. We were accented.

We wanted to show this celebration of accents in our own way. Cruzcampo is a brewery from Andalusia, a place that knows the stigmas of being "from the south" well. It was the moment of embracing our own accent with pride: to carry on being the way we are.

The best way to take our message to society with credibility was finding a great advocate that could represents all this spirit. But we couldn't find anyone alive who could deliver the message. Until we came up with a crazy idea: what if we revived Lola Flores through AI so it’s her who speaks to the young people?

Lola Flores was one of those undisputed artists, our Aretha, our Edith Piaf, our Marlene Dietrich. She was empowered before that word even existed, she embraced diversity without complexes and was always very clear that her roots were the foundation for fulfilling herself as a person. The problem was, Lola Flores passed away 26 years ago.

We resurrected Lola Flores with deepfake technology. It was made with five thousand images extracted from recordings from the eighties and nineties. A meticulous work of digital crafting to achieve a spectacular hyper-realistic result. One of the most stimulating technological challenges in Spanish advertising in recent years.

One key factor was going through hours and hours of footage of Lola Flores, to make sure that the words used in the script were really part of her language, using some of her expressions to highlight the importance of playing with your roots to find the best version of yourself, and messages that talks about the importance of diversity.

The new generations in the film representing the modern south of Spain and breaking the stigma of being "from the south", were the people from the project Escuela de Arte de Sevilla's initiative "Habla Tu Andaluz" (Speak your Andalusian), the Andalusian electronic folk band, Califato ¾, or María José Llergo, the young artist talking to Lola at the end of the piece.