A new World Cup for Argentina

Each World Cup brings with it recurring symbols: the good-luck charms, the flags flying in every corner, the prods, and, from a commercial perspective, the spots that fuel the collective excitement. In this area, Quilmes has become a classic. And for 2026, the brand launched an ad that seeks to go beyond soccer and touch more intimate aspects of Argentine identity

Quilmes has launched a new commercial. Who are the people featured in it?

The new commercial, titled “CoRazones para creer” (Reasons to Believe), focuses on the heart as the engine of the impossible. Quilmes suggests that Argentine passion is not explained by logic, but by that unique way of facing difficulties.

The spot covers iconic moments: Emanuel Ginóbili's dunk in Athens 2004, the feat of Santiago Lange and Cecilia Carranza in Rio 2016 winning with "only three," and Guillermo Coppola's famous anecdote about Maradona's black Ferrari, an example that nothing is impossible when it comes to an Argentine.

Journalists Gastón Edul and Morena Beltrán also appear, evoking the bravery of Tata Brown in Mexico 1986, playing the final with a dislocated shoulder and holding himself on the court with a resource as improvised as it was heroic.

The closing features two recent champions: Ángel Di María and Leandro Paredes, recalling the battle of Lusail in Qatar 2022. With humor, Di María suggests that Paredes will hardly be able to vacation in the Netherlands after that heated quarterfinal match

The Argentine World Cup Spirit

The campaign summarizes a powerful message: "We know that there is something that defines us as Argentines: a way of facing difficulties that cannot always be explained by reason." 

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