The Ministry of Equality and Ogilvy Redefine the Expression "Por Huevos" in their New Campaign

Sep. 04, 2025

The Ministry of Equality and Ogilvy present “Por huevos”, a campaign that takes one of the most deeply rooted expressions in popular language and uses it to challenge gender stereotypes and rethink what we understand as bravery.

The proposal turns around a cliché historically linked to toughness and imposition to show that “having eggs” today means standing up for what’s right, dressing however you like, kissing who deserves it, or showing vulnerability without fear.

With a direct and ironic tone, the spot seeks to connect with new generations and spark a necessary debate: how language shapes our understanding of courage and social roles. In this reinterpretation, the campaign features the collaboration of Paco León, whose voice and presence bring closeness and a playful wink to the audience.

Guille Fernández and Pablo Poveda, Creative Directors at Ogilvy explaied:

"This campaign is yet another invitation for all of us to question what kind of masculinity we have and how we want to live it. We would like it to foster reflection, a change, about those toxic attitudes. To draw a line between masculinity and machismo."

 

The production was carried out by Agosto under the management of Hogarth, which also handled post-production. The campaign is present on television, radio, digital media, and press starting September 8, reinforcing the broad reach of a message that combines irony, humor, and impact.

“Por huevos” is not just a slogan: it is a manifesto that reinterprets a familiar expression to give it a new meaning. And, as often happens when the Ministry of Equality and Ogilvy work together, the result transcends advertising to become a cultural statement.