DishLATINO partners with Eugenio Derbez on “Me Conviene” Campaign

DishLATINO has secured Mexican actor and director Eugenio Derbez to star in its new multifaceted advertising creative, part of the brand’s overall “Me Conviene” campaign. The deal is a first for Derbez in the United States and the first celebrity tie-in for DishLATINO, part of DISH Network Corp. Derbez debuts this week in an integrated digital, TV, radio and print effort geared towards acquiring new customers and connecting with existing ones.

“Eugenio is an ideal match for the DishLATINO brand,” said Alfredo Rodriguez, vice president of DishLATINO. “He has an authentic energy and a relatable nature unlike anyone else – and in many ways is the embodiment of our brand positioning. He has worked tirelessly to get where he is, finding success in both English and Spanish, and we think this is going to resonate across the Hispanic community.”

The storyline of the new series of television commercials centers on Derbez’s journey to America. Known for a depth of characters and humorous takes on everyday life, Derbez combines his comedic appeal with the portrayal of his recent, real-life move from Mexico to Los Angeles, starting with the first commercial called “Aeropuerto.” In an exclusive online spot, Derbez uses his trademark satire style in “El Split Epico,” a spoof of the viral truck commercial of a high-speed balancing act.

“I hope that all Latinos will see a little bit of themselves and their experiences in my work with DishLATINO,” Derbez said. “I am eager to build a life for my wife and new baby here in the United States but it’s so important we remain in touch with where we came from. I remain a proud Mexican and DishLATINO will help keep that connection strong.”

Rodriguez added that, as the campaign evolves, Derbez will advocate in his own unique way the need for multigenerational Hispanic households to maintain a connection with their culture as they also embrace their new realities. Customers and fans will be encouraged to use #SiempreLatino on Twitter to share their experiences and further engage with Derbez and the new advertising spots.

The new ads were developed by MARCA and HAVAS, DishLATINO’s creative and digital agencies, respectively.