The new trend, deliberately "ugly" or "internet ugly" is in the DNA of Qé! A brand who wants to connect with young consumers on specific channels like TikTok or Instagram where it continues to dominate this style to reinforce the understanding of its audiences and the platforms where they spend their time.

Although expensive productions are still the favorite tool of some big advertisers on TV, on digital platforms, consumers enthusiastically share pieces of communication that fit more with these kinds of homemade aesthetics.

"People are developing an aversion to ads that look like ads," says Nacho Oñate, Executive Creative Director. "When young people see a perfect production on the wrong channel, it's an alert that the brand is an intruder. Brands need to understand the medium and how to behave in it in order to better connect with their audiences."