Potato Brand Sabritas and Rebolucion Invite People to Enjoy Everyday Moments with Shakira

Sabritas, Mexico's most important potato brand, created the concept 'Enjoying comes first' to promote that people find -every day - a space of inspiration and a moment to enjoy the small details.

Created in collaboration with the agency Isla, the campaign has Shakira, world-class artist, as ambassador, who invites people to find those moments of small enjoyment in a daily routine in which tedious tasks and work and family obligations consume much of the time.

"We are very excited about this collaboration to present the #DisfrutarEstáPrimero campaign with an artist of global relevance like Shakira. We are proud of this campaign and we have developed it to give Mexicans a positive message that they can identify with as much as we do," said Clara Contreras, director of Sabritas and Potato Business Unit at PepsiCo Alimentos Mexico.

The campaign kicks off in June with the launch of 'The Great Escape', a fun and dynamic commercial in which Shakira, through great action scenes, demonstrates the importance of seeking out and enjoying unexpected moments, which are even better in the company of Sabritas potato chips. Thus, in the best Hollywood style, the superstar sends the message of how important it is to find moments to enjoy.

The spot was produced by Rebolución and directed by Armando Bo with Roi Ricci. It also features Blondie's original 'One way or Another', which talks about shaking off problems and taking life, as Sabritas does, with a little humor. "This is our third year working for the brand, but this time, we created an unexpected piece that highlights something as basic as it is essential, which is to enjoy," commented Ariel Serkin of the Isla agency.

In Shakira's own words: "I like the campaign's slogan, enjoyment comes first - you have to focus on enjoying yourself despite obstacles and problems". In addition, the singer described the campaign as "a new adventure" and is happy to collaborate with a brand that seeks to connect with people through the spirit of enjoyment, because "life is too short".