Cusqueña: Good Made Better

McCann Lima take us on a rapid-fire tour of Peru in their new TV commercial for Cusqueña.

In Good Made Better, directed by Antonio Sarria of Sangre, we are shown the highlights of Peruvian culture in a machine gun-speed montage, united by copy appearing on screen featuring the repeated phrase 'we don't settle'.

The things Peruvians don't settle for are represented with footage both literal ('we don't settle for foreign fashion' with what looks like a European catwalk show) and metaphorical ('we don't follow recipes' is accompanied with footage of someone setting fire to a cookbook in a wok).

We also get glimpses of the country's food, fashion, architecture, and history before we are told that 'here we don't settle for any beer'. Instead, the country settles for Cusqueña, with the beer represented as the passion of Peru, who seem to show their appreciation by keeping the beer close to huge open flames.