A fascinating marketing duel in the Spanish financial sector. BBVA launched this well-intentioned ad that said, "It doesn't matter where we come from, whether Madrid or Bilbao, the important thing about a bank is that it catches mice," starring two sensible customers who could have ended up meeting for dinner. It was a way of turning the punch of a takeover bid into a song from La Marató and explaining it in a Catalan way, that is, suggesting dialogue and appealing to the concrete meaning of the things attributed to us. An interesting way of bringing an operation of economic and political power down to the street level, stripped of its ugly sides, and inviting us to imagine the fantastic advantages of a European-sized bank as a service to society, even if the fine print entails the collateral damage of the disappearance of a Catalan bank.