The spot has amazing main characters, the Cholitas fighters, real professionals of typical Bolivian wrestling. For decades these Bolivian women have been fighting to establish their role in society, showing that they can also fight. You can achieve whatever you want, you can fight for what you want. “The Cholitas fighters”, with their strength and originality are the perfect example to show the fight for what you want.

Finissimas slices are irresistible for anybody and it is worth fighting for the last slice; so this is the concept of the campaign: “Fight for the irresistible”.