The Size of Your Envy

As the 2026 World Cup approaches, Ogilvy Argentina and Quantic, the exclusive brand of Cetrogar, highlight the envious and competitive nature of Argentines. This includes the sideways glances at a neighbor’s screen, the comparisons, and the nagging feeling that your own TV suddenly feels inadequate.
In World Cup years, TV sales can increase by as much as 50%. With a surge of football-themed campaigns and promotions, the challenge is to say something unique—something that resonates beyond the typical expressions of passion for the game.
"The Size of Your Envy" encourages everyone to acknowledge the jealousy sparked by the neighbor's, friend's, or brother-in-law's LED TV. To participate, simply snap a photo of the TV box and send it via WhatsApp, without shame, knowing that a reward awaits you. An AI agent has been trained to analyze the sizes of the boxes and convert them into meaningful discounts on Quantic TVs. Based on the size of the box or the neighbor's TV you send through WhatsApp, "Qu!"—Quantic's bot—will provide you with a discount towards a TV with a larger screen.
"Every World Cup, thousands of people upgrade their LED TVs, almost like a ritual. We recognize this trend and understand the emotions fans experience in the months leading up to the event. That's why we aim to connect with them, supporting their celebrations with our products and an exciting promotion that will generate buzz. The World Cup transforms homes into gathering places, with the TV becoming the centerpiece that shapes the entire match-watching experience," said Juan Manuel Almeida, National Marketing Manager at Cetrogar.
"During World Cup season, everyone talks about the passion that ignites among Argentines, but it's not the only emotion at play; envy also surfaces. We believed it was more interesting to embrace this sentiment rather than deny it. Our goal was to launch the TV promo that people have been anticipating in a way that feels genuine and fun—free from the typical World Cup advertising playbook," said Malu Donaire, Chief Creative Officer of Ogilvy Latina Sur.
"Our campaign, 'The size of your envy', doesn’t just carve out a new space — it joins the football conversation smartly. The campaign also rolls out across a 360 ecosystem, with TV spots, radio, digital, OOH, and social," added Charlie Meza, Creative Director of the project.