ON THE WEB: Santo's back with a hair farming charity

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Juan Manuel Fraga poses
Juan Manuel Fraga poses
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Buenos Aires' Santo parodied consumer created content in its previous campaign for Telecom Arnet's high speed internet service but they've one-upped themselves with balding nerd Juan Manuel Fraga and "todos por un pelo." Poor Juan is past his glory days-playing soccer, roasting sausages, hanging with the girls—his glorious life with long, flowing hair. Sadly, it's not 1984 anymore, but no one told Juan, and he seems in pretty sorry shape until Arnet comes to help save the day. For every new customer to sign up for a broadband deal in November, Fraga gets another hair implanted into his head in a Canadian hair-planting clinic run by a Dr. Tomas Ballve. The site, including Juan's blog and three commercials, is in Spanish, but if you know the universal language of male pattern baldness you can get the gist.
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