Garbarino, a leading Argentine retailer specializing in home appliances, provides a vast array of products to outfit your household, presenting us with a significant challenge: how do we advertise them all in a single campaign without losing our audience's attention? We found the solution with the introduction of a distinctive character: Manuel Launam, the manual reader. Played by the well-known Argentine comedian Dario Barassi, this fictional persona is an eccentric amateur reader of appliance manuals, who gained fame with his TED-style talks, MANUALEX. We understand that reading appliance manuals can be dull, which is why we opted for a more engaging approach. Who wouldn't prefer to listen to a comedian delivering a TED talk rather than reading a manual?