We Are Unbearable

There’s one thing that defines Argentinians when the World Cup arrives: intensity. That much intensity, that we often become unbearably intense for the rest of the world. And that’s exactly what makes us unique.
That insight inspired “We Are Unbearable”, the new campaign by Fernet Branca created together with Zurda Agency, taking the brand’s positioning as a symbol of Argentine pride even further. Here, that pride is expressed through the overwhelming passion with which Argentinians experience the World Cup — and the impact it has on everyone else.
With more than 100 years of history in Argentina, Fernet Branca holds a central place in the country’s culture and everyday life. There’s something unique about the way it’s consumed locally — among friends, during celebrations, shared in unforgettable moments. Over the years, the brand’s communication has consistently built upon that local DNA, amplifying the codes, habits, and emotions that define a generation that experiences everything at full intensity.
“This campaign was created for the World Cup, but for us it carries a much broader relevance because it powerfully expresses Fernet Branca’s value as part of Argentina’s national identity. And not only from the perspective of the cultural habit that has been built around the brand, but also from the very essence of its recipe and intrinsic DNA. Finding that connection was a breakthrough, and expressing it through the language and codes of real people made it even stronger. After many months of co-creating as a team, we achieved something we truly love,” said Carolina del Hoyo, Regional Marketing Director for Fratelli Branca.
Zurda Agency was behind the creative concept and also led the casting of the campaign’s protagonists — international streamers who naturally fit into this dynamic — as well as the launch strategy, designed to amplify the phenomenon far beyond the main film.
The spot, which serves as the campaign’s starting point, brings together Brian Caruso (Gamuza), Angelo Valdes (Will), Allan Jones (Allan Brazuca), Miguel Bedean (Mike la Máquina del Mal) and Luquitas Rodríguez in a song, an anthem that works as a cultural translation of what it means to experience a World Cup from Argentina: a level of passion that is non-negotiable — and inevitably contagious.
“We started seeing videos and tweets from people all over the world united by one common wish: that Argentina wouldn’t win again. And we thought: of course, we’re intense. Very intense. In that intensity, we found a powerful connection with the brand. Because when foreigners try Fernet, they don’t fully understand it either. That’s how this campaign was born — embracing with pride who we are and how the world sees us. Because if we’re already intense, every four years… we become unbearable,” said Ivana Paricollo and Lucas Frigerio, Creative Directors at Zurda Agency.
Production was handled by Mama Hungara, with direction by Fede García Rico and Ariel Winograd.

“We Are Unbearable” is designed as a platform that goes beyond the launch of the commercial itself, featuring cinema premieres, activations, and outdoor presence aimed at expanding the concept and keeping the conversation alive throughout the World Cup lead-up.
Because when Argentina enters World Cup mode, subtlety is no longer an option. And that’s exactly where Fernet Branca and Zurda Agency decided not to lower the intensity… but to celebrate it.