The Story
Recently, a 30-second AT&T television ad, “Vivir Sin Compromisos,” caught my attention. It shows young, appealing, Latinos talking about themselves and reacting to the company’s cellular service.
What makes this ad stand out is that the actors speak in English, Spanish and mix of the two — Spanglish.
Because of that, we wanted to understand how the ad resonated with Spanish-Preferred Hispanics, English-Preferred Hispanics and Bicultural Hispanics, so we tested it. By Mario Carrasco / partner, ThinkNow Research
Few film producers have a resumé as impressive as Ed Rivero’s. He’s as crossover as it gets. He worked years with the most powerful players in Hollywood (Ridley & Tony Scott ring a bell? Quentin f*****g Tarantino?) yet he saw a business opportunity in the Hispanic market and jumped in with both feet. These days he runs one of the coolest production companies in our industry, LA-based Cortez Brothers. His roster of directors reads like the wet dream of a creative with Cannes ambitions. By Gonzalo López Martí – LMMIAMI.COM
Alberto Slezynger doesn’t need much of an introduction, his and his company’s name, Personal Music, are top-of-mind in our industry. He sold millions of records and filled stadiums with his band Daiquiri back in the day. We’ve certainly heard his tunes. A lot. But have we heard his life’s story and his opinions? Voilá. By Gonzalo López Martí – LMMIAMI.COM
Over the last several years the Festival Iberoamericano de la Publicidad (FIAP) has encountered a shrinking fan base and competition from other more important and targeted creative awards programs in Latin America and the US Hispanic Market. 
Claure, the first foreign-born Latino CEO in the history of the U.S. to lead a telecommunications company, is very committed to engaging and connecting with the Hispanic consumer, and this is the focus of the brand’s next advertising campaign set to hit the air during the Latrin Grammys.
Pablo Buffagni, Creative Director and Head Chef at BBQ Agency, has just been honored as the best US Hispanic Creative Director at El Ojo de Iberoamérica awards 2014, based on the creative work he led before the recent launch of his new agency. He had won last year as well, while working for Grupo Gallegos, and in the past when we was at Conill Saatchi & Saatchi and Bromley.
If you thought being an advertising film producer is a high pressure job, read on. From California to South Florida via Mississippi, Vietnam, Oregon & New York. Now that’s a life journey. By Gonzalo López Martí – LMMIAMI.COM
Enter Kenco’s recently launched Coffee vs. Gangs program, developed in partnership with JWT London. The coffee brand is sponsoring a yearlong education program for 20 at-risk youth, who will live on a coffee farm and learn the skills required to work in the industry.
KFC has launched a new broadcast initiative aimed at becoming the official food of the unofficial holidays, with its “Festive Feast.”
Hernán Menéndez, founder & principal of The Cut Club!*, is one of the busiest and most experienced editors working in the US Hispanic ad industry today. He has 20+ years of experience “cutting commercials” (as we like to say in our racket) under his belt. He has his points of view too. By Gonzalo López Martí – LMMiami.com
Pablo Buffagni announced the launch of his new shop, BBQ Agency Inc. The services will include traditional and non-traditional advertising, social media, media integrations and content.
Mari Tato is currently executive producer at Miami-based In&Out Productions*, one of the leading film production houses catering to the US Hispanic market today. By Gonzalo López Martí – LMMiami.com
This year, República won one Gold and 10 Silver Daveys for exceptional work on behalf of clients BankUnited, Baptist Health South Florida, Boehringer Ingelheim Pharmaceuticals, Goya Foods and Pernod Ricard Americas Travel Retail.
Circulo Creativo, a non-profit association dedicated to promoting excellence and creativity within the U.S. Hispanic Marketing profession, announced that it has named Luis Miguel Messianu, President & CCO at Alma, its new Chairman of the Board, and Gustavo Lauria, Partner & CCO at We Believers, its new President.
Tono Studios collaborated with Havas Worldwide’s Chicago office to create Dish Latino’s new comedic spot starring actor Eugenio Derbez. Tono was tasked with mixing the elements as well as adding organic ambiance and effects to flesh out the advertisement and give it a realistic sound.
The campaign will celebrate the NBA’s global community, calling on fans around the world to get up and show their team spirit for the season ahead. Its first TV spot, “Roll Call,” will be narrated by Dominican singer and songwriter Henry Santos, best known for his time in bachata group Aventura.
LatinWorks has been selected to create a campaign introducing Montejo, Anheuser-Busch’s first Mexican beer to the U.S. market.
By Gonzalo López Marti / LMMiami.com
Toyota launched the “More Than a Car” or “Más Que Un Auto” gratitude campaign, a program that pays tribute to vehicles’ role in the everyday lives of Toyota’s Hispanic consumers.
This week: photographer Gio Alma.
