Publicist Ramiro Agulla, who was key in De la Rúa’s campaign, died at 66

In a duo with Carlos Bacetti, they created the Agulla&Bacetti agency, a creative powerhouse that gave birth to some of the most iconic advertising campaigns of the ’90s. Among his hits are “The llama that calls” (Telecom) or “There is a goal in your head” (Quilmes Beer), in addition to spots for Oca, Hellman’s, Renault Clio or YPF.

Bacetti fired him on social networks with a creative wink. “Just change the location of the logo. Friends don’t disappear, they just die. I always live for myself,” he wrote in X, along with a post with his friend’s last name in heaven.

Only the location of the logo changes…but friends don’t disappear…they just die.
I always live for me pic.twitter.com/dlilXHJeqg

— carlos baccetti (@carlosbaccetti1) July 9, 2026

“The llama that calls”, for example, began in 1999. 28 episodes were broadcast over 3 years to promote Telecom’s international and intercity calls. The series of sketches produced such an impact that the agency set up several parallel businesses: they launched the entire campaign on video cassettes and put on sale the dolls of some members of the llama family, known for their telephone jokes.

Last year they returned with Flow with a series that was broadcast on the platform and with a handful of spots starting with the 2026 World Cup.

They met Bacetti at Young & Rubicam, and after a brief stint in Verdino they founded their own agency. Throughout their careers, they have won various international awards, including the first Argentine Cannes Golden Lion and a Grand Prix.

Agulla had an intensely active life in politics. In 1999, at just 35 years old, he led the campaign that led to Fernando De la Rúa to the presidency, with slogans like “they say I’m boring”, which captured the fatigue of Argentine society after the passing of Menemism.

The challenge was to convert De la Rúa’s bland image into a virtue. According to what he said, he wrote the spot one weekend in Punta del Este. He returned to Buenos Aires and they immediately filmed it. Despite the resistance of some of the radical’s advisors, it went on air and was a boom that helped make De la Rua known to the general public.

In politics he worked with Carlos Menem, Francisco de Narváez, Florencio Randazzo, Sebastián Piñera (Chile), Vicente Fox (Mexico) and John McCain (USA), among others.

The publicist was the son of Horacio Agulla, de facto intervener in Santa Cruz in 1962, who was shot to death by a paramilitary group in 1978. Ramiro was 14 years old at the time and had to go with his mother to the 17th police station to be told that he would never know who had killed him. Until that day, Agulla had accompanied his father in hundreds of political meetings organized by the Federal Party, the one founded by Francisco Paco Manrique.