After six years of living in Argentina, it’s time for a new chapter. Next week, I move to Spain with my wife and dog—another move made possible by the remote nature of Lento. But as much as I’m looking forward to what’s next, leaving Argentina isn’t easy.

This place is chaos in the best way. The football, the wine, the meat—no one does it better. But what makes Argentina unforgettable is the people. The resilience, the creativity, the way life is lived with intensity and passion. There’s a rhythm here—one that finds joy in the moment, no matter what’s happening around it.

And when it comes to creativity, Argentina punches well above its weight. Some of the best creatives in the world are here, and it hasn’t gone unnoticed. Big agencies have planted their roots, and homegrown firms like GUT Agency are rewriting the rules, dominating awards, and proving why this country is a force in the industry.

That same energy is in the asado. More than food, it’s a ritual, a symbol of identity, and a lesson in patience, craft, and connection.

This week, we’re digging into the asado - why it matters, what makes it special, and what brands can learn from it.

Let’s begin!

The Asado and the Story of Identity

Being the fat boy that I am, I haven’t just lived in Argentina for six years - I’ve devoured it. And nothing captures the heart of Argentine identity like the Asado. More than a meal, the asado is Argentina: it’s tradition, community, and culture cooked to perfection over an open flame.

If you’ve never experienced it, picture this: the smoky aroma of wood wafting through the air, a parrilla sizzling with cuts of meat so unique they’d leave even Google Translate scratching its head, and a lively group sharing wine, laughter, and maybe some spirited debates about Messi vs. Maradona.

The asado truly is a ritual that speaks to the soul of Argentina, weaving together history, relationships, and an unshakable sense of who they are as a people.

The Best Asados - Don’t Need to Shout

Asado is a living, breathing piece of Argentina’s identity. It’s rooted in the Pampas, where gauchos gathered around open flames, cooking meat on skewers and swapping stories under the stars. These cowboys weren’t just cooking dinner—they were creating something bigger than themselves. The asado became a way to connect with the land, celebrate resilience, and bond with one another.

The origins of barbecue itself can be traced back to the discovery of fire. But the Argentinian asado? That became its own legend. By the 16th century, the ritual had started to take shape, driven by Argentina’s abundant cattle and endless grasslands. By 1890, it was immortalized in Juana Manuela Gorriti’s Cocina Ecléctica, cementing its place as a cornerstone of Argentine culture.

Every element of the asado reflects Argentina’s values. The careful choice of cuts, the slow-burning fire, and the hours spent together around the grill all embody patience, care, and a deeply ingrained sense of community. It’s no wonder every gathering feels like a celebration of life.

And that’s the beauty of it: the asado doesn’t try to be anything other than what it is. It’s authentic, and that’s what makes it unforgettable. The best asados—and the best brands—don’t need to shout. They simply know who they are and let that speak for itself.

From Aussie Barbie to Argentine Asado

Coming from Australia, I thought I knew a good BBQ. We’ve got snags on the barbie down to a science. But stepping into an Argentine asado was like stepping into another world.

Here, the gauchos of the Pampas turned barbecuing into an art form. It wasn’t just about cooking—it was about creating a moment. They used what they had: cattle roaming the grasslands, firewood from the surrounding terrain, and time. What started as survival evolved into something much more—a symbol of pride, connection, and identity.

At my first asado, I didn’t just learn how to cook vacío to perfection. I learned that the asado is a lesson in identity. It’s about knowing who you are, what you stand for, and sharing that with others. The process of slow-cooking meat while exchanging stories taught me something profound: the best things in life take time, and identity isn’t built overnight.

Why Asado Is More Than Food

Asado isn’t something you slap together. It’s a performance. It’s hours of waiting for the meat to cook, bottles of Malbec passed around, and conversations so good they make you forget the time.

Every asado has its own rhythm, but one thing remains constant: the applause for the asador—the grill master. It’s not just a tradition. It’s a sign of respect for the care, effort, and skill that go into perfecting the experience.

What Brands Can Learn From the Asado

The asado is Argentina’s calling card, just like a strong brand identity is what sets a company apart. It’s the thing that makes people trust you, connect with you, and remember you.

Asado isn’t just about food—it’s about telling a story. Every asado is unique, shaped by the people, the setting, and the moment. A strong brand works the same way. It resonates because it’s honest and consistent, not because it’s flashy. It’s about creating something so true to its core that people can’t help but feel connected.

If there’s one thing the asado has taught me, it’s this: identity matters. Whether you’re grilling ojo de bife or crafting your brand’s message, it’s about knowing who you are, what you stand for, and how you share that with the world.

So next time you light a grill—or sit down to brainstorm your next big idea—ask yourself: what’s my story, and how am I sharing it?

Un aplauso para el asador!

From the Ad Vault

Living in Argentina when they won the World Cup was unreal. A life highlight for sure! Football here isn’t just a sport - it’s a way of life, and with that comes cábala, the unshakable belief that whatever you did when the team won, you have to keep doing it.

During the tournament, I got completely caught up in it. After the first win, I had to watch every game in the same place, with the same people - because changing anything could mess with the streak. No logic, just pure superstition. And honestly? Why risk it?

That’s why this Quilmes ad nails it. It gets the chaos, the rituals, and the unspoken rules of being an Argentine football fan. From lucky seats to over-the-top routines, it’s all part of the magic. And when it works? You don’t question it—you just roll with it.

Brand Wars

Maradona vs. Messi – The GOAT Debate 🐐

Maradona was a rebel, a genius, and a cultural icon. He embodied the spirit of Argentina - flawed, unpredictable, but capable of pure magic. His 1986 World Cup performance, including the legendary "Hand of God" and "Goal of the Century," remains one of football’s greatest moments.

Messi is the humble, hardworking perfectionist. He carried Argentina for years, winning everything possible at the club level before finally delivering the World Cup in 2022. His consistency, technical brilliance, and longevity make him the ultimate modern footballer.

So, who’s the greatest? Ask any Argentine, and you’ll get a passionate, emotional answer. Some will say Maradona was pure magic, others will argue Messi rewrote history.

For me… after the World Cup win, it’s undisputable. Messi.

👇 Vote below and let’s hear it

Lento Vibes

A bit of random inspo from around the grounds:

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