Villarriba y Villabajo is a Spanish television comedy series based on an advertising campaign for Fairy dishwashing liquid.
The series follows the story of José Ulloa, a penniless man who comes to Villarriba to claim an inheritance and who ends up falling in love with Paulina, Villabajo's pharmacist.
In 1991, Procter & Gamble launched a television advertising campaign in Spain for its Fairy dishwashing liquid in which two fictional towns, Villarriba and Villabajo, compete for the best paella at their popular fiestas.
With the first sketches they went to talk to Procter & Gamble, who, since they were interested in an exchange for advertising space with Televisión Española, approved the series.
With this agreement they talked with Jordi García Candau [es], General Director of RTVE at the time, who immediately approved what would become Luis García-Berlanga's debut on television.