# data[].attributes.body
Negli anni cinquanta, parallelamente all'attività grafica, si occupa della realizzazione di spot pubblicitari per la televisione.

Fra le molteplici figure da lui ideate nel corso di una lunghissima carriera, degni di particolare menzione sono i famosi Caballero misterioso, pistolero messicano, e Carmencita, sua innamorata, protagonisti di un famoso Carosello televisivo per una marca di caffè della torinese Lavazza, in voga negli anni settanta.

Altre pubblicità alle quali Testa ha legato il suo nome - spesso di aziende della sua città, Torino - sono state quelle per il digestivo Antonetto, la birra Peroni, i televisori Philco, i cappelli Borsalino, l'abbigliamento Facis, l'olio Sasso, il Punt e Mes, la Pirelli, la carne in scatola Simmenthal, Saiwa, Citterio, Sanbitter, Esso, Galbani, i liquori della Martini & Rossi.

"Sarei contro la pubblicità bieca della falsa motivazione, della falsa informazione; del "lava più bianco". Contro tutto quello che sfrutta la stupidità del pubblico"

# data[].attributes.body
"Confessions of an advertising man"

http://www.markethinkzone.com/wp-content/uploads/2013/06/Confessions-of-an-Advertising-Man.pdf

In the best establishments, promises are always kept, whatever it may cost in agony and overtime

“first essential for a Prime Minister is to be a good butcher.”

brains are not enough unless they are combined with intellectual honesty

I try to be fair and to be firm, to make unpopular decisions without cowardice, to create an atmosphere of stability, and to listen more than I talk.

Running an agency takes vitality, and sufficient resilience to pick oneself up after defeats.

The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.

They often express part-truths, but this they do vividly; the part they express is the generally unrecognized; by displacement of accent and apparent disproportion in statement they seek to point to the usually unobserved. They see things as others do, but also as others do not. They are born with greater brain capacity; they have more ability to hold many ideas at once, and to compare more ideas with one another—hence to make a richer synthesis. They are by constitution more vigorous, and have available to them an exceptional fund of psychic and physical energy. Their universe is thus more complex, and in addition they usually lead more complex lives. They have more contact than most people do with the life of the unconscious—with fantasy, reverie, the world of imagination.

You praise the firm restraint with which they write I’m with you there, of course. They use the snaffle and the curb all right; But where’s the bloody horse?