Santiago Maratea once again took advantage of one of the most repeated—and controversial—nicknames that circulate about him on social networks. This time he did it with irony, starring in an advertising campaign for the fintech Cocos, where he presents himself as “Santi Manotea” to turn the meaning of the term around and transfer it to the financial field.
The campaign, titled “Manoteá para vos,” invites you to pause and review how everyday money is handled and, above all, how many silent losses are naturalized without noticing it. The core of the message aims to redefine an idea that is deeply rooted in digital language: the real “slap” does not always come from a person, but from bad bank rates, automatic decisions, persistent inflation or unfavorable exchange rates.
In this framework, Maratea assumes an explicit role: putting his body to the noise, exaggerating the stereotype and showing, with simple examples, that making better financial decisions can make a difference. “Bank, inflation, the exchange rate: that is a real mess,” raises the concept of the campaign, which seeks to shift the focus of the personal scandal and bring it to the logic of the market.
From Cocos they explain that the proposal aims to empower users so that they do not allow themselves to be “managed” by the financial system and learn to invest their savings more efficiently.
With humor, provocation and a dose of self-criticism, Maratea is once again aware of his public image and uses it as a tool to amplify a message that exceeds his figure and points to a structural problem that affects millions of Argentines.
