Del Campo Saatchi & Saatchi Buenos Aires, Andes Beers Employs ‘Hagglers’ to Negotiate for More Time with Friends

By Erik Oster 

Del Campo Saatchi & Saatchi Buenos Aires launched a new campaign for AB-InBev’s Andes beer brand, showing the world’s best hagglers negotiating on behalf of Andes drinkers for more time with friends.

The agency introduces the concept, and the negotiators themselves, in the 30-second “Andes Hagglers.” In a crowded bar, one of the hagglers begins, “This is Matias. He’s supposed to be at a dinner with his mother-in-law, but he’s here instead. How did he do it? He didn’t. I did.” The spot goes on to explain that the brand found three of the best hagglers in the world and put them to work negotiating on behalf of Andes drinkers for more time with friends.

Other spots show the hagglers at work, in one case negotiating with a man’s girlfriend for a lengthy campaing trip with buddies. In a more effective (and less misogynistic) example, an angry old man shows up at a loud house party demanding they turn the music off but the haggler is able to talk him into letting the party go on for two more hours in exchange for a slice of pizza. In addition to the broadcast spots, the campaign also features a social element in which you can ask the Andes Hagglers for negotiating help.


“Whenever someone says, ‘let’s go grab a beer’, we immediately think about having fun, unwinding, and spending time with friends,” said Del Campo Saatchi & Saatchi Buenos Aires executive creative director Rafael Santamarina. “That’s the spirit of beer and, above all, Andes. And that’s what we wanted to reflect in this campaign, where we help people negotiate something more valuable than any material object: time with friends.”

Client: AB-inbev
Product: Andes Beer
Title: “Hagglers”
Advertising Agency: Del Campo Saatchi & Saatchi Buenos Aires
Executive Creative Directors: Ariel Serkin, Juan Pablo Lufrano, Rafael Santamarina
Creative Directors: Matias Eusebi, Ammiel Fazzari
Copywriter: Tobías Tercic
Art Director: Hernan Garcia Dietrich
Head of Art: Mariano Espagnol
Senior Art Director: Fernando Lanuza
Agency Chief Producer: Adrian Aspani
Agency Producer: Consuelo Gimenez Uriburu/ Juan Manuel Cuervo
Account Supervisor: Manuela Sorzana
Client Responsable: Juan Zarattini y Patricio Agulleiro

Production Company: LANDIA
Director: Milton Kremer
Executive Producer: Agustin Alberdi/Adrian D’Amario
Producer: Marina Ponce
Photography: Nico Hardy
Chief Producer: Ivan Grichener
Post-production: Julian Lopez Coppola
Editor: Alejo Santos
Colorist: Pentimento Color Grading
Post-production sound: Elefante resonante
Music: TDL