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Courtship, surfing and laundering of a disease: Larreta seeks to soften his image to rebound his candidacy


The head of government took advantage of the summer prior to the campaign to prop up a 'humanization' strategy beyond its image linked to management. The role of his partner, Milagros Maylin.


I drink water with both hands, I lose the yenga and the selfies come out shaky

," started Horacio Rodríguez Larreta's post to tell that he was diagnosed with essential tremor at the age of five.

The head of government took advantage of a recent publication in a mocking tone to clarify that he does not suffer from Parkinson's or a degenerative disease, and at the same time to talk about

his childhood drawings of

him and what he will do when he has grandchildren.

At the beginning of January, the image with a surfboard in Chapadmalal went viral on the networks in part due to the

barely visible presence of the instructor

, which generated comments although in the complete series and in the text it was clear that he had received a class.

In any case, in his team they pondered that the episode had generated "


, one of the slogans that Jaime Durán Barba, the former star consultant of Mauricio Macri and who maintains contact with Rodríguez Larreta, installed in another time.

In recent weeks he has appeared in images and videos playing soccer on the beach, shuffleboard and paddle tennis, preparing a hot dog in a stall, at the Jesús María festival with a hat and poncho, as a boy with his brothers, with Mona Jiménez ...

In the communication team, led by Federico Di Benedetto and Christian Coelho, they pointed out that summer is propitious for this type of relaxed activities.


To show the most human part

, the things that he and any person usually do when they are on vacation," they said.

Rodríguez Larreta in Chapadmalal, surfing with a barely visible instructor, a highly commented image on social networks.

With his profile associated with management, the


of Rodríguez Larreta had started before, with the World Cup matches surrounded by fans in Seeber square, bars or July 9, with the celebrations at the end of the championship.

Or perhaps in October, with the officialization of his relationship with Milagros Maylin.

The former secretary of Comprehensive Well-being and the Elderly of the City will raise the profile and

share activities with Rodríguez Larreta

in the summer.

"She is going to have her own agenda and sometimes she is going to coincide with Horacio," they

announced at the Buenos Aires headquarters on Uspallata street.

Maylin's movements will be linked to the social area, based on the background of her passage through Villa 31 and through vulnerable suburban neighborhoods during the administration of María Eugenia Vidal in the province.

The former official will seek to start working in the private sector -she resigned from her position in the City in December-, in NGOs or international organizations, to avoid questions about the expenses of her tours.

The Buenos Aires head of government played soccer on the beach, with Mayor Martín Yeza, in Pinamar.

Rodríguez Larreta's summer activity format will include more

walks in crowded places

, as happened in the Carlos Paz and Mar del Plata pedestrian streets, where he stayed for more than two hours.

In his team they spread the "very good reception" among the public, although in Bristol they insulted him and he had to leave.

The agenda is divided between weekdays for management in the City and visits to the suburbs, and the "decontracted" raid and with popular friction from Friday to Sunday.

The strategy caused some controversies, even within the Buenos Aires government.


They see him as a robot that works all day and the intention is to show that he is a human being who also enjoys, but the limit is fine

," said an official involved in the electoral strategy, and gave as an example: "Help make A hot dog to a saleswoman is barbaric, you empathize with a laburante; surfing in this context of the country can seem like you don't care about anything".

The Beatle photo in Mar del Plata by Horacio Rodríguez Larreta with Diego Santilli, Martín Lousteau and Gerardo Morales.

Already on another plane, with a message addressed to the intern of Together for Change for the construction of a pole cut from the hard wing of the PRO and sectors of the UCR within the opposition coalition, the

photo beatle in Mar del Plata

also generated an impact crossing the street with Gerardo Morales, Martín Lousteau and Diego Santilli, as the cover of the Abbey Road album.

In this case, Rodríguez Larreta's team distanced themselves and attributed the "idea" to a Lousteau photographer, while the four walked towards Playa Grande, and according to that version, Santilli later proposed to line up with the right distances to recreate the image.

Even with the signs of internal rearrangements and activities to soften his image, the Buenos Aires head of government will finish making his candidacy explicit late in the summer or towards the end, in March, with a launching ceremony.

Until now, when on the beach and at festivals they asked him or encouraged him with a "Horacio Presidente", he dribbled the confirmation with the famous phrase of Mostaza Merlo in Racing:

"Step by step"


look too

Harsh statement from Together for Change against the Government due to the economic situation: "They lengthen the fuse at the cost of enlarging the pump"

Amid the tensions in the PRO, Horacio Rodríguez Larreta sends signals for the Buenos Aires succession

Source: clarin

All news articles on 2023-01-29

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