Pride, Community, Leadership are the cornerstones of the Hispanic culture.

To help celebrate Hispanic Heritage Month, through October 15, the MTV On-Air Promos department and the U.S. Army partnered with Sound Lounge, the premiere NYC-based audio production company, to create two :30 commercials illustrating “Human Values, Hispanic Values, Army Values.”

Sound Lounge, which provides audio for commercials, feature films, television series, gaming and new forms of media, expanded into the multicultural market in 2010. For the first time, Sound Lounge acted as a creative boutique as well as an audio production company on this campaign. Juan Aceves, Head of Sound Lounge’s Hispanic division took the lead on this campaign by not only directing both spots, but by developing the creative concept, graphic design and audio.

The spot titled “Written Values,” which launched on September 15th, uses pre-Columbian graffiti styles to showcase the culture and pride in being a Hispanic American. The second spot titled “Line of Pride,” which launches today, uses black lines throughout the commercial to symbolize community and leadership among Hispanic Americans. Both spots are running on the following MTV channels: MTV 2 and MTV U until October 15th.

Here are links to the two spots:

:30 Written Values: http://www.interdubs.com/r/soundlounge/?al=huUlDx&an=r6a5Ri&e=rd1H6zHZB&t=1317409588>

:30 Line of Pride: http://www.interdubs.com/r/soundlounge/?al=y1x2k8&an=7ZPTN2&e=eBVbWP1WE&t=1317409621>

Creative Credits:
Director: Juan Aceves, Sound Lounge
Creative Director/Copywriter/Producer: Juan Aceves, Sound Lounge
Executive Producer: Gloria Pitagorsky, Sound Lounge
Sound Design: Marshall Grupp, Sound Lounge
Sound Design/Mix: Rob Sayers
VO/Record Mix: Juan Aceves, Sound Lounge
VO Record/Mix: Peter Holcomb, Sound Lounge

Original Score: Steve Sandberg, Elastic Plastic Band

Animation Company: Dancing Diablo
Animation Creative Director: José Antonio Ojea
Director of Animation: Oscar Rodríguez
Animation: Oscar Rodríguez, Eduardo Yépez,Valentina Riascos
Storyboards: Oscar Rodríguez
Designers: Eduardo Yépez, Valentina Riascos, Oscar Rodríguez
Producer: María Cristina Durán L

MTV
Amy Campbell, SVP, MTV On-Air Promos
David Grad, Senior Producer, MTV On-Air Promos
Micah Sperling, Production Manager, MTV On-Air Promos