Setting up of Studio Testa, the graphic and TV advertising agency based in corso Quintino Sella 56 (then moved to the nearby via Luisa del Carretto) which launches some of the most famous advertising campaigns of the late 20th century: Lavazza, Sasso, Carpano, Simmenthal, Lines, are some of the leading companies whose name is linked with the images and film animations which will make the history of advertising and whose slogans are now part of common language. Vermouth Carpano (1949), digestif Antonetto (1960), aperitif Punt e Mes (1960), the puppets Caballero and Carmencita for Paulista coffee by Lavazza (1965), Papalla for Philco (1966), hippo Pippo for Lines (1966-1967), and the blonde Solvi Stubing for Peroni beer (1968)