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During the Copa del Rey final, cameras everywhere. Fans, players, broadcasters — all eyes on the cup.

That's exactly where Estrella Galicia wanted them.

Estrella Galicia and Netflix built a stunt around that moment of collective attention. The setup: Berlin — the character from Money Heist, played by Pedro Alonso — appearing to plan a heist of the Copa del Rey trophy, right there in the stadium, in real time.

It looked like the most audacious brand stunt of the year. A criminal mastermind, a famous trophy, a live final. Of course people watched.

That was the point. You were supposed to watch. You were supposed to think that was the story.

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