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: Corona Guides
For decades, millions of Corona drinkers have wrestled with the same small, infuriating problem: getting a lime wedge to actually fit into the bottle. Corona and Grey New York fixed it in the most Corona way possible — by letting the lime tell you where to cut.
Lime Guides are real limes with food-safe laser-etched cutting lines on the skin. "Fruit tattoos." Launched on International Lime Day (yes, that's a real day), 25,000 specially marked limes distributed across 30+ retailers and delivery apps in three continents. The guides come in sizes calibrated to different Corona formats cans, bottles, you name it.
No celebrity. No anthem. Just a brand that understood its own ritual well enough to protect it. Cannes 2026 Gold in Direct. Of course. 10/10.
IDEA 2: Ronaldinho loves Ronald
McDonald's has been a FIFA World Cup sponsor since 1994. Thirty-two years of matchday rituals, Happy Meals, and post-game fries. For 2026, their largest-ever campaign by market scale, reaching 100+ markets, they didn't invent a new story. They reminded you of the one you already have.
Ronaldinho loves Ronald McDonald. Thierry Henry has his own order. David Beckham has a favorite sauce. Lamine Yamal McNuggets for every occasion. Wieden+Kennedy New York built the campaign around a simple, devastating insight: no matter how famous you are, there's a McDonald's fan in everyone. Collectible cups. Legends and current stars. A brief that trusted the brand's 32 years of cultural conditioning to do the heavy lifting.
Sometimes the strongest creative strategy is knowing what not to change.
IDEA 3: Do you still Yahoo?
Yahoo is back. Not as a comeback story, but as a reintroduction. JKR (the same agency behind Coca-Cola's "more Coca-Cola" refresh) gave the original guide to the World Wide Web exactly what it needed: not a reinvention, but a reclamation. Cranked-up purple. Vintage flair. The OG exclamation point. "Still Yahoo. Now more Yahoo than ever."
And then someone made it a dress. The Yahoo.com homepage — search bar, navigation icons, Mail, News, Finance, Sports, Weather, "Do you Yahoo!?" — printed across an oversized tee dress, worn with purple Adidas Campus sneakers. The early internet as a full outfit. It's ridiculous. It's perfect. It's the most accurate read on where culture is right now: we don't just feel nostalgic for the dial-up era — we want to wear it.
The lesson: when your brand has been around long enough to become a memory, that memory is an asset. Dress accordingly.
Seen work worth sharing?
Send it my way: [email protected]
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
