Sprint – “”Como la mía”
January 31, 2017
The spot features the iconic Spanish group from the 80’s, Locomía, performing a unique version of their famous song “Locomía.”
Created by ALMA, the Miami-based Multicultural Ad Agency, the vision was to continue to deepen consumer awareness and affinity through the love and connection to music. This new spot builds on the latest thread and trilogy of musical driven creative featuring the former Verizon spokesperson, Paul Marcarelli, who switched to Sprint.
Tapping and digging deeper into the collective musical memory of Sprint’s existing audience and potential customers is what drove the vision for the ad and resulted in the fun collaboration with Locomía, who were well known for their exuberant style.
The mission was for the spot to communicate Sprint’s unlimited data plan and evoke the pride of belonging to not just any network, but to a network and family that is getting better everyday. So much so, that more and more people are identifying and resonating with more and more people, hence the main lyric and spot title, “Como la mía.”
Music has proven to be a catalyst in re-establishing a relatable and emotional connection with the Hispanic audience for the brand and this music infused campaign has been among Sprint’s best performing spots in persuasion and enjoyment against Sprint norms as well as the overall wireless category.
Credits:
Creative Chairman, CEO: Luis Miguel Messianu
Co-President, Chief Creative Officer: Alvar Suñol
Senior Creative Director: Juan Diego Guzmán
Creative Director: Virgilio Flores
Senior Art Director: María Alou
Art Director: Ricardo Vallejo
Copywriter: Humberto Maldonado
Group Account Director: Faustino Quiros
Account Director: Meg Valls
Senior Account Executive: Monique Beauchamp
Senior Executive Producer: Allan Rivera
Studio Executive Producer: Yeyo Marquez
Editor: Fro Rojas
Color Grading: Luke Morrison (The Mill)
Music House: Animal Music
Production House: Paraná Films
Managing Director: Francisco D’Amorim
Executive Producer: Sebastian Leda
Director: Lemon
