Grupo Gallegos & Comcast’s XFINITY launch ‘Perfect for Me’ Hispanic Campaign

Grupo Gallegos and Comcast’s XFINITY have launched “Perfect for Me” for Bicultural Hispanics as a follow-up to their acclaimed “Because I Can” campaign.

“Perfect for Me” will run in 20 key markets utilizing Univision and Telemundo broadcast and digital properties, as well as local radio, print, out-of-home and direct marketing. Grupo Gallegos is handling all creative, with media strategy and buying from MediaVest.

Building on the success of a consumer centric approach, “Perfect for Me” uses humor to tell stories that are relatable, genuine and empowering to Bicultural Hispanics. Thirty and sixty-second TV spots, for instance, include:

    A young child who asks so many questions that only XFINITY high-speed Internet can answer them quickly enough.
    A mother who needs XFINITY’s X1 Entertainment Operating System to record separate shows for her four girls while she watches her novela live.
    A man who can’t impress anyone with his large collections of cuckoo clocks or even rubber ducks, but succeeds with his massive collection of 149,000 movies and TV shows (on demand, of course).

All elements of the campaign include the tagline: “The Future of Awesome”

“For the past years, we have done an outstanding job of increasing our brand awareness and product consideration amongst the Bicultural Hispanic audience with Grupo Gallegos’ ‘Because I Can’ campaign by empowering Hispanics through our Comcast product offering. The “Perfect for Me” Hispanic Campaign represents the logical next step — using specific examples to further demonstrate how XFINITY product benefits will satisfy the Hispanic needs,” said José E. Vélez-Silva, Executive Director of Multicultural Marketing Communication at Comcast.

“When the viewer watches XFINITY’s new campaign, they will see the brand more human, closer to their hearts rather than their minds. We feel we have accomplished this by not talking solely about the product, but talking about their daily life, and how the product plays a role in it. We added a touch of humor, a couple of quirky characters and the result was really nice,” said Carlos Tornell, Creative Director.

Key Grupo Gallegos executives involved in the campaign include:

Chief Creative Officer: Marty Orzio
Creative Director: Carlos Tornell
Associate Creative Director: Claudia Canas / Franz Rio de la Loza
Jr. Art Director: Jose Netto
Jr. Copywriter: Cameron Murray
Director of Broadcast Production: Carlos Barciela
Agency Producers: Lilian Lopez, Liliana Ramirez