A Full-On Bean Extravaganza from GOYA and Dieste

GOYA’s latest campaign, Beans Again, is anything but business as usual. Created to highlight the brand’s wide variety of beans and its ongoing mission to stay fresh with younger audiences, the new spot brings a surreal, high-energy twist to a very familiar question: Beans again?

Enter Charlie. He’s in the bean aisle (relatable), thinking about dinner. Beans again? he wonders. And then, boom, the entire universe answers. A talking sweatshirt, a fun sloth, a swordfish, and even a tomato can all start cheering him on. Beans again! Beans again! Yesssss, beans again! It’s weird. It’s loud. It’s oddly inspiring.

And it ends the way all great grocery stories should: with a basket full of beans. Black, pinto, chickpeas, red kidney, and like… a dozen more. GOYA has options. Serious variety for every taste, vibe, or mood. So yeah, beans again. But never the same beans twice.

The spot was created by Dieste, directed by PLÁSTICO, and produced by Easy Mondays. It’s part of GOYA’s ongoing effort to reclaim its iconic status in America’s pantries.

CREDITS:

DIESTE
Chief Creative Officer: Abe Garcia

Executive Producer: John Costello

Group Creative Director: Valentina Sulbaran

Creative Director: Dario Campos

Associate Creative Director: Victor Vetancourt

Senior Art Director: Hector Rivas

Art Director: Carlos Garcia

Senior Copywriter: Ingrid Ramirez

Senior Copywriter: David Chapatin

Associate Group Planning Director: Christina Harris

Group Account Director: Mageline Concepción

Account Director: Jenny Gervacio

REPUBLIC EDITORIAL

Sr. Producer: Kim Estrada

Editor: Andy McGee

Assistant Editor: Steven Happel

HUMAN MUSIC

Kamela Anderson: Executive Producer

Jonathan David Russell and Gareth Williams

EASY MONDAYS

Executive Producer: Asori Soto

Line Producer: Mariana Ramos

Director: PLASTICO (Sebastian Caporelli & Alex Rua)

DEAF MULE

Casting Director: Victor Macias

Audio Engineer: Gio Locatelli