Every Sunday, during my morning cafecito (or yerba mate), I’ll share three powerful ideas transforming culture. Some ideas will be ads or about advertising. Some may be about design or fashion. Others will be about art, illustration, animation, motion, audio, cinema, books, or any other big idea worth sharing and discussing. You get the idea.
IDEA 1: Feliz viaje, genio
Ramiro Agulla passed away on July 9th, at 66. If you work in advertising in Latin America, you know the name. If you don't, let this be your introduction.
Together with Carlos Baccetti, he built the agency that made "La Llama que Llama" — a family of anthropomorphic llamas making prank calls from the Puna that ran for three years, spawned a merchandise line, and became part of everyday Argentine language. He made "Dicen que soy aburrido" for Fernando de la Rúa's 1999 presidential campaign — turning a liability into a brand. He made Quilmes "El sabor del encuentro." He made Gueropa for Renault and won a Cannes Gold. Five times in the Gunn Report's top 5 agencies in the world.
Baccetti's farewell: "Solo cambia la ubicación del logo... pero los amigos no desaparecen... solo mueren. Siempre vivo para mí." That's the kind of partner you spend a career trying to find. 10/10.
IDEA 2: No new Zlatan
DoorDash didn't make a World Cup campaign. They hired Zlatan Ibrahimović to roast every team that got eliminated — in real time, one savage line at a time.
To the U.S.: "Your American dream is over. Next time, call it fútbol, not soccer." To Germany: "Now you can drink sad beers." To Sweden: "I told you. There's no new Zlatan. You're out." Each clip drops within hours of the final whistle. No agency script could replicate it — because the jokes only work when they're immediate, and they only land because Zlatan is the only person on earth allowed to say them.
This is reactive advertising done at the speed of sport, with the right voice and zero apology. The brand barely needs to show up. Zlatan is the product. 10/10.
IDEA 3: Grande por dentro
The Renault Twingo, small outside, surprisingly generous inside.
The campaign leans into the emotional side of perpetual summer — and scores it with a song about generosity. For a car about generosity. The casting, the story, the symbols, when everything aligns — size, aesthetic, music, tagline — a product stops feeling like advertising and starts feeling like a polished fancy Criterion-level short film.
In a week where we're mourning Agulla — who also made Gueropa for Renault — it's worth remembering that the best car advertising was never about the car. It was always about the feeling. 10/10.
Seen work worth sharing?
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From Antes de que llegue el Brief (ADQLEB) Podcast
On the latest episode, I sat down with Gabriel René Rodríguez Rovira — Director of Digital & Technology at De La Cruz / Ogilvy. We talked about 20 years building at the intersection of creativity, strategy and tech, the projects that put Puerto Rico's tourism on the digital map, and why the traditional agency model is broken.
Link below if you want to listen while you scroll.
→ adqleb.com/gabrielrene
Brought to you weekly by the team at Idealista Agency
