mun2 edgy ‘Check Your Balance’ network image campaign.

mun2 announced the launch of the highly-anticipated multiplatform “Check Your Balance” network image campaign. The campaign’s concept centers on mun2 as “The Daily Dose” for young Latinos in the U.S. to maintain their Latin identity while living in and assimilating to American culture and invites them to “Check Their Balance” as they move between the two worlds and cultures. The integrated campaign, entirely created by la comu from initial concept to post-production, will include three on-air spots, as well as supporting digital, print and out of home elements.

“This campaign helps position mun2 as an attitude, not just a TV network,” said Ricardo de Montreuil, creative director for mun2. “The campaign, executed perfectly by la comu, really captures the unique perspective on what it means to be Latino to so many kids in the U.S. today. Our viewers live within two cultures and we show this reality in an irreverent and humorous way-we ‘get it’ and are embracing and having fun with it.”

The on-air spots pose the question “Are You Becoming Too Gringo?” and present a humorous situation in which a young Latino is “losing his roots.” The spots present mun2 as a pill that viewers can take daily by tuning-in, allowing them to maintain their balance between the Latino and American cultures they live in. All spots end with the tagline “The Daily Latino Dose That You Need.”

The on-air spots were directed by Aaron Ruell, whose credits include commercials, shorts and feature films, including Napoleon Dynamite. In the movie, Ruell played the role of Napoleon’s brother Kip Dynamite, and also served as still photographer and designer/director for the main title sequence of the film. The spots were produced by commercial and video music production company Über Content, based in Hollywood, California.

In addition to the on-air spots, a series of print and out of home ads were created by la comunidad. The provocative ads are consistent with the “Check Your Balance” message, again presenting mun2 as the “Daily Dose” needed for audiences to reconnect with their Latin roots. The ads are part of an off-air marketing campaign which will include media buys in key Hispanic markets including New York, Los Angeles, Miami and San Antonio.

To view spots CLICK on link: http://www.nicespots.com/shortURL.php?id=17279>