DistantNews
Support us
Agulla Recounts Origin of De la Rúa's 'Boring' Campaign Spot
🇦🇷 Argentina /Elections & Politics

Agulla Recounts Origin of De la Rúa's 'Boring' Campaign Spot

From La Nación · () Spanish

Translated from Spanish, summarized and contextualized by DistantNews.

At a glance

News Sources not specified Context piece
  • Publicist Ramiro Agulla, known for political campaigns, recalled creating the "They say I'm boring" spot for presidential candidate Fernando de la Rúa.
  • Agulla revealed the campaign's core concept stemmed from opposition criticisms, particularly from Eduardo Duhalde.
  • Despite the campaign's success in electing De la Rúa, Agulla reflected on the government's eventual downfall and his role in the advertising.

Ramiro Agulla, a prominent publicist who passed away at 62, once shared the behind-the-scenes story of the iconic "They say I'm boring" campaign spot for presidential candidate Fernando de la Rúa. This campaign marked Agulla's first foray into presidential races and ultimately helped elect De la Rúa in 1999.

In a 2022 interview, Agulla explained his motivation for getting involved, stating his interest in political alternation. He revealed that the central theme of the advertisement was directly inspired by criticisms from the opposition, particularly from Eduardo Duhalde. "Duhalde left it for me when he went out saying 'Imagine a boring rainy Sunday with De la Rúa as president,'" Agulla recalled.

Duhalde left it for me when he went out saying ‘Imagine a boring rainy Sunday with De la Rúa as president.’

— Ramiro AgullaRecalling the origin of the campaign slogan.

The spot directly confronted this criticism, questioning whether being "boring" meant not driving Ferraris or being indifferent to poverty and unemployment. It posed rhetorical questions about whether inequality and street crime were more entertaining. The advertisement concluded with a vision of a "different Argentina," one of respect, clear rules, dignity, and work, promising a happy populace.

They say I'm boring. Is it because I don't drive Ferraris? Is it for those who have fun while there is poverty? Is it for those who have fun while there is unemployment? For those who have fun with impunity? Boring? And is the inequality of justice fun? Is it fun that they rob and kill us in the streets?

— Fernando de la Rúa (in the spot)The text of the controversial campaign spot.

Following De la Rúa's government collapse and resignation, Agulla faced questions about the campaign's impact. He recounted being asked how he couldn't see De la Rúa's shortcomings, responding that he didn't know the candidate's true nature from the outside. "I didn't know he was useless in that commercial," he admitted.

Agulla's career included early work at León Chocrón, time at Young & Rubicam, and co-founding Agulla & Baccetti. He also advised political figures like Carlos Menem and sectors of Peronism in Córdoba.

I didn't know he was useless in that commercial.

— Ramiro AgullaReflecting on Fernando de la Rúa's performance as president after the campaign.
DistantNews Editorial

Originally published by La Nación in Spanish. Translated, summarized, and contextualized by our editorial team with added local perspective. Read our editorial standards.

More Stories

From Our Blog