With much emotion and great affection for José María Figueres, former president of Costa Rica, I just finished living the interview that Ignacio Santos of Teletica did with him from his apartment in Madrid. If you haven’t seen it, I recommend you look it up on Teletica.com. You can’t miss it.
When I met him many years ago, a couple of years before he started his political campaign to become president, Consumer (as Tribu DDB used to be called) was a very small agency. José María met this liberationist and figuerista of cradle, he knew the experience accumulated in the campaign of Luis Alberto Monge, from McCann-Erickson, as the one we took for the pre of Rolando Araya in the beginnings of that Consumer. Then he chose us to be his agency, both in the pre and national campaigns. It was all very exciting, intense and challenging.
His campaign was the toughest ever, and so, in the intensity of that great battle, he became President of Costa Rica. Then he was swallowed up by the government and I practically never saw him again, except on a few rare occasions. Throughout all these years I did not have the opportunity to see him or talk to him, so this interview took me by surprise, his answers moved me and his message touched my soul. And I would have to ask, who wouldn’t?
His answers are visibly sincere and his arguments are solid. His openness has been heartfelt and the transparency with which he has confessed was on full display. Ignacio Santos did possibly the best interview of his life, and so did José María, whatever anyone may say. It is a video document of unprecedented historical importance, and I believe it will be remembered for a long time. Most particularly, because it anticipates a new era of influence, discussion and thought led by José María. With what I came to know, I can attest that it does not need the presidency to ignite the transformation we long for.
Hopefully José María will be able to eat a good tamale back at La Lucha. In that famous Figueres property in Los Santos, many years ago I met his father, the legendary Don Pepe, over coffee and Pozuelo cookies. It was an afternoon when my wife and I went to meet him, when we were still dating. We were taken by Chino Cortés, a friend from my adolescence that I still miss today. I returned to La Lucha later in campaign with José María, and since then I have not returned, although I still feel its strength, its mystery, its mythical presence and the marvelous meaning it preserves. I can imagine what it will be like for José María to return to La Lucha. It connects me with my maternal grandfather, Don Clemente Alpírez Garay, who died in San Isidro del General in 48 shouting “viva viva” to Don Pepe.
I cannot imagine how strong José María Figueres’ return to the country will be, although we can anticipate that it will be amidst a huge media buzz. His experience, leadership and vision will be of great contribution to the country, as there are many of us Costa Ricans who believe in a prosperous and growing country at a much faster pace. In fact, I also believe that we can reinvent it and move forward with a Costa Rica 2.0. Or should it already be a CR-3.0?
Good thing José María is back in La Lucha! Good to see him back home.
_________________________________________________________________
Today is Friday, February 24. Important weeks have passed in the process of José María Figueres’ reintegration into the country.
Just for the blog’s record, and without more than one additional image, here is one of the meeting we had yesterday.
It has been a great pleasure to meet again.
