"When we pitched Coke, we didn't even have an agency yet," said Sebastian "Seba" Wilhelm, 34, who started Santo in January 2005 with his friend Maximiliano Anselmo, 38, after stints at Mother, London, and Wieden & Kennedy, Amsterdam, Netherlands, working on Nike.
Santo is restaging Unilever's Lux, long positioned as the "soap of the stars." The concept is "Play with Beauty." In the commercial "Balloon," airing in Argentina and due to break in the rest of Latin America and Asia, a woman in a bubbly bathtub suspended below a huge Lux hot-air balloon takes off and travels around the world to the tune of "Up, Up and Away in My Beautiful Balloon" as women below her are inspired to make greater efforts to be beautiful.
For countries not quite ready to give up the traditional Lux spot of a movie star bathing, Santo left space for markets such as China to reshoot and insert a local star as the girl who cuts the ribbon that starts the bathtub beauty on her journey by balloon, Mr. Wilhelm said.
Equally playful is a Santo campaign for Arnet broadband service that brings to life the tagline "Broadband for everyone." TV spots feature a look-alike of Gary Brolsma, who became an accidental celebrity by posting a video of himself lip-synching a silly song called "Numa Numa." In the YouTube-like Arnet spots, the fake Mr. Brolsma is imitated by many others in their own videos. (Both "Bathtub" and "Numa Numa" can be seen on AdAge.com.)
Next, Santo is working on a lighthearted Coke Lite project.