The advertising campaign “La Llama que Llama,” a well-known part of Argentine television in the 1990s, is returning as a miniseries on the streaming platform Flow. Personal, the telecommunications company behind the original commercials, will release this new version more than 25 years after its initial launch.
The series consists of eight episodes, each lasting between four and six minutes. The first four episodes will be available on Friday, February 27. Two more episodes are scheduled for Thursday, March 5, and the final two will be released on Thursday, March 12. The project was created by Maximiliano Anselmo and Sebastián Wilhelm and directed by Francisco Colombatti from Landia.
The original characters return with their familiar voices and personalities. For the first time, they will interact with celebrities whose identities will be revealed as the series progresses. The main characters include La Llama que Llama, who makes calls without paying bills; Llamona, his partner; their teenage son Llamiro; Viejo, Llamona’s father; and Bebé.
“La Llama que Llama” began in 1998 as an advertising campaign to promote long-distance calling plans for Telecom’s fixed-line service. The campaign featured a family of llamas using humor to highlight cheaper phone calls. Over three years, 26 commercials aired on television and became memorable in Argentina’s advertising history.
Despite changes in technology and cultural consumption since the last commercial aired, “La Llama que Llama” has remained present in Argentine culture through fan communities and social media pages dedicated to the characters.
In 2026, Personal is reviving this campaign as micro-content for its entertainment catalog on Flow. The new miniseries maintains references to past advertisements while updating production values and including appearances by famous guests.
“La Llama que Llama is the father of family who makes calls and never pays the phone bill; Llamona is the mother of the family who met La Llama que Llama while posing nude for documentaries; Llamiro is their teenage son; Viejo is Llamona’s father; and Bebé already shows mischievous behavior at a young age,” according to information provided by Personal.
###
