Ponce Buenos Aires is a creative boutique in Argentina operating as part of the MullenLowe network. It maintains a low profile - even now in 2020 it still doesn't have a website. Admired creative directors Hernan Ponce and Fernando Vega Olmos first worked together at legendary Argentinean agency Ratto/BBDO before launching their own shop VegaOlmosPonce in 1997. Over the next few years, the agency claimed the distinction of being the only creative outfit to win a Lion award at the Cannes Festival each year for more than a decade. However the partnership was dissolved in 2008 when Vega Olmos moved to JWT. As a result, the agency slimmed down to become Ponce Buenos Aires, and remains the creative vehicle for Hernan Ponce. It is most widely known for its international work on Unilever brands, notably Axe, Rexona and Impulse.
Capsule checked 21st July 2020
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Adbrands Weekly Update 5th Sep 2013: Ads of the Week: Unilever Axe "La Donna e Mobile". Argentinean boutique Ponce Buenos Aires has created some of the most memorable ads for Unilever's global Axe franchise and this is another classic, to launch new release Random. Using that name as a cue, Ponce has crafted a fine spot that celebrates the changing nature of woman and her many moods, with an adaptation of La Donna e Mobile, the celebrated aria from Verdi's opera Rigoletto. "Woman is unpredictable, like a feather in the wind, changing her mind and her moods. Always lovable, her beautiful face, whether crying or laughing, is misleading..." Sorry ladies, it's truer than you might like to think. And it's why we love you!
Adbrands Weekly Update 13th Dec 2012: Ads of the Week: Unilever Axe "Beauty". The new Axe deodorant ad from Argentinean creative hothouse Ponce Buenos Aires is extraordinary. Visually startling but also deeply disturbing, and just a little bit subversive. Guys, you might get nightmares after this!
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