In the "Heavily accented" speech, a deepfake of Lola Flores (Spain's dead most popular and best-loved artist) highlights the importance of playing with your roots to find the best version of yourself:“grab your roots, good things always come from that”. With expressions loaded with empowerment: “Accent is being seen for what you’re made of. Creases and all, it’s being heard… even with nothing to say” 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", are 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.

Cruzcampo has always been one of Spain's most popular brands. But also, one of the most controversial. A few years ago, in the South, it was almost a religion. But over the past years, the brand was losing strength, was seen as an old man’s beer. To some – it was bitter. It had emotional baggage that we needed to reframe. We needed to change the conversation in a way that didn’t apologize for our differences, but helped others to embrace them.

To do this, we used one of the most powerful drivers of inter-human evolution. The authenticity of accent. A characteristic of our identity, but also often a cause of discrimination in Spain.

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

Rather than justifying or explaining away our differences. Through our accent, we were able to embrace them.