Philco: The Face of the World Cup

Every summer, air conditioners commercials emerge from the cave, talking about technology, functionalities, always with the promise of ''refreshing people's lives''. Don Argentina and Philco had a real challenge: How can they say something different when basically, they offer similar products to their competitors? In Argentina when someone is very similar to another person, people say "they have an air". So, Don and Philco took advantage of this last phrase, and made a campaign called the Messi look-alike. They took pictures of him with many different products, and they allowed any brand to download them, so they could use it as the official face of their brands.