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Santiago’s offbeat approach to advertising has seen him win over 300 international awards, developing campaigns for global brands in his native Mexico and across the USA.

He co-founded his agency Springtime, Buenos Aires in 2024, where he is applying this experience afresh. We asked him what he thinks are the most important ads of the past 40 years, to inform Lürzer’s 40 year anniversary picks

Sony Bravia: Balls

I love the Balls ad from Sony Bravia for its beautiful craftsmanship. The sight of thousands of colorful balls bouncing in sync with the music, up and down the streets of San Francisco, felt surreal and created a memorable experience that went beyond simply trying to sell a TV. It set a new standard in advertising, and I found myself asking, ‘How did they pull this off? Is this real?’ I ended up watching it over and over, and it has truly become a classic, making it impossible not to include on my list.

Volvo: The Epic Split

Epic Split by Volvo might just be a demo of the truck's precision and stability, but it’s taken to an epic level. I could watch it endlessly, and every time, I still think - what the heck just happened?

Toshiba: The beauty inside

The Beauty Inside by Toshiba wasn’t just an ad; it was entertainment before the streaming era. I still remember spending a Sunday morning watching every episode, feeling inspired by something that went beyond traditional advertising. It blurred the line between storytelling and branding, creating a unique experience that was ahead of its time.

Guinness: Surfer

Surfer by Guinness is beautiful, powerful, and intense. The visuals, the rhythm of ‘tick follows tock,’ the crashing horses, the music- all come together to create something unforgettable. And it ends with one of the best taglines ever.

Carlton Draught: Beer Chase

Every time I get a brief, I watch this ad just to laugh and get inspired.

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