Carlos “El Pibe” Valderrama used a latex bald cap and an edited video to fool fans into believing he had shaved off his iconic blond curls. The reveal on Oct. 15 exposed the trick behind a publicity campaign for Andina Refajo, a Colombian drink made with beer and Colombiana soda. The stunt turned one of the country’s best-known footballers into the face of a promotion built around his unmistakable appearance.
The former Colombia captain posted the apparent haircut on Oct. 13, showing his wife, Elvira Redondo, running electric clippers over his head. Two days later, he removed the prosthetic covering to reveal that his famous curls remained intact.
“Se la creyeron” (“You fell for it”), Valderrama said in the reveal video, laughing at the reaction. The posts attracted widespread attention before the brand connection became clear.
How did Valderrama make the fake haircut look real?
The first video presented the haircut as an ordinary personal moment. Valderrama sat in a chair as Redondo prepared to use the clippers, making the apparent transformation look convincing to viewers familiar with his longstanding hairstyle.
Redondo helped sell the illusion by taking part in the scene herself. According to Valderrama, she volunteered after he initially objected to the idea of tampering with his hair. The production team then used editing to create the finished effect.
Speaking on Fútbol de Primera, the program where he appears as a panelist, Valderrama said he was surprised when the team showed him the final video. He had expected something different but realized the result could convince viewers. He described the stunt as a way to enjoy himself while fulfilling a commercial commitment.
The deception continued after filming. Valderrama said friends, former teammates, and relatives called to ask whether he had really shaved his head. He also recalled going outside with his appearance covered to keep the story going. During one encounter, a Colombian recognized him and asked what had happened to his hair.
The second video ended the uncertainty. Valderrama removed the latex piece, revealed his curls, and delivered the joke that tied his appearance to the campaign: “El Pibe sin melena no merece llamarse el Pibe” (“El Pibe without his mane does not deserve to be called El Pibe”).
What was the campaign promoting?
The stunt promoted Andina Refajo, a product associated with Cerveza Andina, a beer brand owned by Central Cervecera de Colombia. A refajo (or Colombian shandy) is a traditional Colombian mixed drink that combines beer with Colombiana, a sweet, caramel-colored soda. Recipes and proportions vary, but the two beverages are the defining ingredients of the familiar combination.
The campaign’s slogan makes the product connection explicit: “Un refajo sin Colombiana, no merece llamarse refajo” (“A refajo without Colombiana does not deserve to be called refajo”). The advertisement pairs the drink’s identity with Valderrama’s recognizable hair, using the same basic idea to connect a familiar football figure with a familiar Colombian beverage.
The campaign therefore depended on two recognizable elements: Valderrama’s blond curls and Colombiana’s place in the drink. The fake haircut supplied the story that attracted attention, while the reveal delivered the advertising message.
Sancho BBDO, the creative agency responsible for Cerveza Andina’s campaigns, was involved in the promotion. The outlet also reported that the reveal had been shared through Instagram Stories at that point.
How did fans react to the prank?
The apparent haircut prompted speculation and comments from football figures, celebrities, and followers. Some viewers questioned whether the footage was genuine, with discussion including speculation about artificial intelligence. The reveal confirmed that the transformation was staged using a prosthetic and editing.
The campaign also generated measurable engagement. Semana reported that the two videos—the apparent haircut and the later reveal—had accumulated approximately 500,000 likes combined. Bloomberg Línea reported that the reveal had received around 139,000 views and more than 8,300 comments within hours of publication. Those figures describe engagement at the time of reporting, not the campaign’s final reach.
The attention was closely tied to Valderrama’s public profile. His blond curls have been a defining feature throughout his career, making the suggestion that he had abandoned them an immediate talking point for Colombian football fans and other audiences.
Valderrama represented Colombia at the 1990, 1994, and 1998 FIFA World Cups. His place in the national team’s history, along with his distinctive appearance, helped make the supposed haircut newsworthy beyond the audience for a conventional beer advertisement.
The reveal brought the attention back to Andina Refajo: Valderrama had kept his hair, and the slogan explained why the apparent loss mattered to the joke. The two videos transformed a staged haircut into a promotion for a drink whose identity, like Valderrama’s public image, rests on a recognizable signature.