Madre, Mother's agency in Buenos Aires, has won the task of relaunching Argentinian bank Banco Hipotecario, in a campaign which is set to become the biggest in Argentina. The campaign is in the form of a 3 minute 15 second epic TV and cinema ad named "duenos" or "owners" and spoofs the Latin American phenomenon of public conventions. Deliberately tongue-in-cheek the ad shows the bank hosting a celebratory convention of "home owners, as opposed to renters" and shows owners of sports cars, ostriches, great voices, as well as owners of property. It ends with the line "Banco Hipotecario. The creator of owners".