Burnett scores with naff number plates for Car One

Buenos Aires must be the jokes capital of world adland (Del Campo Saatchi, Ponce), rather belying the reputation of Argentines for taking themselves a touch seriously.

Here’s an effort for Argentine used car dealer Car One, promoting a competition involving embarrassing number plates.

If this ran in the UK the complaints would shower in. And how can local companies in Argentina afford to hire big expensive agencies like Leo Burnett?

Well they do and it seems to work.