CALAYGON



The influencer who hated 
Black Friday. Turned into 
Worten’s loudest ad.


Worten needed to stand out on Black Friday with a tiny budget compared to the rest of the category. So instead of paying an influencer to love the brand, we paid the most unlikely one to be himself: Amadeo Lladós, a creator famous for insulting discounts, “mileuristas” and everything a Black Friday shopper could represent. As expected, he didn’t promote Worten. He attacked it. But that was the deal. After he publicly gave the brand permission to use his image, Worten edited his rant into its own Black Friday campaign, turning every insult into a product ad. Then came the remixes, songs, fake products, foreign-language versions and a full videocatálogo, all made from the same angry raw material. A low-cost campaign that transformed hate into media, contradiction into attention, and the least brand-safe influencer in Spain into Worten’s most effective salesman.










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Last update June 2026