Chupacabras @ T-Mobile.

Conill Advertising announced the launch of its first Spanish-language television campaign for T-Mobile USA. Consisting of two television 30-second spots, the campaign, which launches this week, utilizes smart humor as a way to reach the much coveted Hispanic market, and support the company’s Family Plan and Whenever Minutes.

The first spot titled “Chupacabras” is based on the urban legend about this bloodsucking scary and dangerous creature. In the story, a group of friends are walking in a forest, and feel threatened by the “chupacabras.” They have a cell phone; however, they opt not to use it because of the costly daytime calls that their current provider charges. The solution comes to them with a convenient offer by T-Mobile.

The second spot, titled “Emilia,” opens with a hospital scene in which a dying grandfather, surrounded by members of his family, requests to speak with Emilia one last time. Family members do everything in their power, including dressing up like Emilia, in order to stop the grandfather from making the costly cellular phone call. Once again, T-Mobile comes to the rescue and gives the grandfather his last wish.

“The use of this type of humor is not a common strategy for this market, and we feel confident that this fresh approach will generate much response,” said Pablo Buffagni, Creative Director for Conill’s L.A. office. “We’re extremely pleased to begin our relationship with T-Mobile with such highly creative and innovative work,” added General Manager Carlos Martinez.