Norbert Degoas, a beloved television personality in Mar del Plata, passed away after a week-long battle following a tragic traffic accident. His unique approach to commercials, building a direct connection with audiences, transcended the products he advertised and cemented his place in Argentine television history.
Degoas developed a television advertising career that stood apart from conventional methods. He eschewed market research and complex technical resources, instead prioritizing the power of his personality, a disarming simplicity, and an exaggerated physicality that made him instantly recognizable. While his style sparked both admiration and criticism, it undeniably made him a memorable figure.
His commercials were a constant presence on Mar del Plata television throughout the 1980s and 1990s, with some gaining national exposure. His signature style – sung phrases, emphatic shouts, and a deliberately rough visual edit – was impossible to ignore, establishing Degoas as a central figure on local screens and a cultural touchstone for generations. The impact of memorable advertising personalities is often underestimated, but Degoas’s legacy proves its enduring power.
Born in Río Negro province, Degoas began his media career in radio stations in Bahía Blanca. His first commercials aired on a radio station linked to a record store, leading to opportunities in radio and television. He hosted the reveal Palacio de las Estrellas, where he performed imitations of popular artists including Sandro, Chico Novarro, Lalo Fransen, and Palito Ortega, broadening his public profile.
In the 1970s, he settled in Mar del Plata, where he solidified the most remembered phase of his career as a broadcaster and advertiser. Local businesses frequently sought him out to promote their products and services due to his memorable presence and impact.
One of his most widely circulated commercials featured the phrase “Adelgamateee,” which became known throughout the country. He once defined his work ethic, stating, “I like the informal, I enjoy the disorder, I want the human to beat the technical part.”
His professional journey included a stint in the United States, where he found success at the renowned NBC universal network. However, Degoas remained loyal to his roots and returned to Mar del Plata to continue working with local businesses. His last audiovisual work was in August 2013, creating a promotional video for the group Onda Vaga for a show at the Luna Park.
Just a month later, he was involved in a tragic traffic accident. The incident occurred at midday when he went out to buy bread and was struck by a van driven by a woman from a prominent Mar del Plata family at the corner of Alem and Saavedra. He was hospitalized for several days and died after approximately a week of suffering. Locals claim the driver remains free due to her social standing and influence in the area.
Over time, his fans have kept his memory alive by revisiting his commercials. Many even pay tribute by visiting some of the businesses he promoted that still exist in the city. These locations serve as a nostalgic pilgrimage for those seeking to connect with his legacy:
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Rizzo Revestimientos: the tile store featured in the iconic video, located at Juan B. Justo 2936 Avenue, Mar del Plata.
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La Cúpula: a jewelry store located at Buenos Aires 1967, Mar del Plata.
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La Liquidadora: a shoe store situated in the La Perla area, on Pedro Luro Avenue 3599, Mar del Plata.
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Abertura Peralta Ramos: a window and door store located on Jacinto Peralta Ramos Avenue 2499, Mar del Plata.
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El Cóndor: a well-known passenger transportation company, whose buses can be seen traveling the streets near the bus terminal.
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Antiguo restaurante El Imperial: a permanently closed restaurant, located at Belgrano 2165, Mar del Plata.
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Terreno del antiguo supermercado Aragone: the site where the store once operated, now permanently closed.
