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Mysterious Caballero
1964 Paulista Lavazza on TV Caballero and Carmencita's Spots. The ad show "Carosello" is particularly popular with a young audience and marks the "infancy" of Italian advertising, offering the only commercial space allowed on TV. The commercials follow a strict formula lasting two and a half minutes. The product and company name can only be mentioned in the last 30 seconds of the advert. This inflexible rule runs the risk of distancing the product from the entertainment, so to overcome this obstacle Armando Testa introduces the "Mysterious Caballero" figure who reveals his identity at the beginning of the last 30 seconds of the commercials: Paulista.
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Uploaded on Oct 11, 2010
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