Telemundo & Old Navy launch Estilos Robados web novela.

Telemundo announced a partnership with Old Navy and AKQA to produce the network’s first-ever interactive made-for-web novela, which launched last Friday, October 14 and will air weekly through November 18. The six episode series, ‘Estilos Robados’ (Stolen Styles), www.estilosrobados.com http://www.estilosrobados.com , will be available on the ‘Estilos Robados’ tab within Old Navy’s Facebook page and on Old Navy’s Spanish YouTube channel http://www.youtube.com/oldnavylatino> . Telemundo Branded Entertainment Production was charged with casting, scripting, producing and filming the made-for-web novela that AKQA conceptualized.

“We are excited to partner with Old Navy and AKQA to help advance the company’s goal to reach out to the Hispanic woman in an authentic and original way,” said Jacqueline Hernández, chief operating officer, Telemundo. “Old Navy’s sponsorship of the ‘Estilos Robados’ web series further cements Telemundo as the go-to partner for connecting with the full spectrum of U.S. Hispanics.” 

“Telemundo’s knowledge and appeal to Hispanic women was vital to the creation and execution of a fun, interactive experience for our customers,” stated Deborah Yeh, vice president, Old Navy marketing. “We hope to continue to grow Old Navy’s connection with this demographic through ‘Estilos Robados’ and this type of partnership.”        

The made-for-web novela series is Telemundo’s first dramedy made-for-web novela. The series is filled with comedy and satire, mixed with the traditional telenovela drama and plot twists that novela audiences love. The made-for-web novela is shot with a hand-held camera, lending a gritty, reality show-within-a-drama tone to the episodes. At the end of each episode, the audience will be asked to choose between two outfits that the protagonist will wear for a pivotal scene in the next episode. At the end of the made-for-web novela, the outfit that the audience chooses will decide her fate. Old Navy is running spots on Telemundo.com http://msnlatino.telemundo.com/> to drive the audience to the mobile and social platforms. Votes are being taken via the ‘Estilos Robados’ tab http://www.facebook.com/oldnavy?sk=app_164576720297188&app_data=app> within Old Navy’s Facebook page, on Telemundo’s SMS text messaging and on Telemundo Movil http://m.telemundo.com/estilosrobados> .

‘Estilos Robados’ follows Isabella Reyes (played by Telemundo’s own Liannet Borrego), one of TV’s hottest young telenovela stars. She has it all: beauty, fame, adoring fans, and a boyfriend who is also a top novela star. She’s also an insufferable diva who has trouble keeping a personal assistant. As Isabella nears the end of production of her latest hit novela, she knows that she must land her next big role before fame slips through her fingers. On her quest to land the next big role – and keep her career moving forward – the audience will discover many secrets, surprise love affairs, and twists of fate that will see Isabella fall victim to acts of revenge, making her take a hard look at herself. The series also stars Talina Duclaud and Ismael La Rosa and introduces rising star Lyduan Gonzalez.

The executive producer of ‘Estilos Robados’ is Yvette Perez. The made-for-web novela is written by Hector Rodriguez and directed by Ubaldo Medina. The executive in charge of production and story editor is Mimi Belt. Creative concept by AKQA.