Patricio Elfi from We Believers: With Rechazados We Invite Consumers to Disconnect from Autopilot When Choosing a Brand

The multicultural agency We Believers made the new campaign Rechazados, for Pepsi and Burger King. The stars of the commercial are real people who were rejected in castings for other brands. The campaign’s insight proves that real life is not an advertising super production and that anyone can enjoy a Burger King and a Pepsi.“When you work with authentic and honest brands like Burger King and Pepsi, doing a good job is easier, because everyone believes what we are saying and that is why we know people are going to support it” pointed out Gustavo Lauría, Co-Founder and CCO at We Believers.The spot was shot in Buenos Aires, where the rejected actors narrated their experiences with other brands that didn’t hire them because they didn’t have a perfect smile or for not being a model family.“That these two big brands feel encouraged to develop such a brutally honest idea is to believe in people. We wanted to talk not only to those who regularly choose Pepsi and Burger King, but also to those who never do, inviting them to disconnect from autopilot when choosing a brand and for them to ponder upon which brand reflects their values and represents them” stated Patricio Elfi, the agency’s Executive Creative Director.The campaign will have presence in digital media and social networks with the hashtag #AhoraElegíVos.