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: Formula Leclerc
Chivas Regal didn't just sign Charles Leclerc. They built something with him. Sixteen whiskies. Each aged sixteen years. One blend that took longer to make than most careers last. The collaboration isn't a logo on a bottle — it's a shared philosophy: precision, patience, and the refusal to cut corners when the world is watching. Obsession is the new universal language.
IDEA 2: 00 FOREVER
Daniel Craig spent a decade as the most recognizable face in cinema and then walked away cleanly. No franchise fatigue. DENZA — BYD's luxury arm — understood exactly what that exit means culturally, and built a campaign around it.
"Everything is Changing" is a philosophical statement delivered by someone who has personally lived it. USA luxury car makers should be very afraid.
IDEA 3: No Cure
"Desde el país más intenso del mundo, la bebida más intensa del mundo."
Fernet from Branca has the most confident brief a brand can write — one that doesn't try to convince anyone. The product is not for everyone, and they know it, and they're proud of it. In a world where every brand is desperately trying to be universally loved, "esto no tiene cura" is a reminder that the most powerful positioning is one that owns its own intensity without apology. 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
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