The return of “Chicharito”, the prodigal son!
January 30, 2024
By Luis Miguel Messianu, President-Chief Creative Officer MEL
With 46,000 of his closest friends in attendance, Chivas de Guadalajara, the most popular fútbol team in Mexico, welcomed back Javier Hernández “Chicharito” (Little Pea), the top scorer in the history of the Mexico national Team, and the biggest export of this club that unlike all the others in its league, plays only with Mexicans. In his first remarks in fact “Chicharito” said: “Chivas tiene los huevos de jugar con puros mexicanos” (Chivas has the balls to play only with Mexican players).
Chicharito’s return holds special significance for Mexicans, as he is a beloved figure in Mexican fútbol. His success and contributions on the international stage make him a source of pride for many fans. Chicharito’s return is creating a buzz among fans, and his experience and goal-scoring prowess could make a significant impact for the team.
Chicharito’s rise in fútbol and international success can be seen as an inspiring story, aligning with elements of the Mexican dream. His journey showcases determination, talent, and the pursuit of excellence. Chicharito has played for various clubs, including Chivas Guadalajara in Mexico, Manchester United and West Ham United in the English Premier League, Bayer Leverkusen in the Bundesliga, and LA Galaxy in Major League Soccer (MLS).
One of the phrases most associated with Javier ‘Chicharito’ Hernandez is “Imaginemos cosas chingonas”, or “imagine beautiful things”. It’s his outlook on life. Even when things get ugly, you can always imagine something beautiful. You can always work towards something better. It reflects Chicharito’s motivation and encouragement to aim for remarkable achievements and pursue excellence.
He’s a man of his word, as he had promised Jorge Vergara, the late owner of Chivas, who championed his departure to the Premier League to play for the Manchester United franchise, that some day he would come back to Chivas as a legend. Amaury Vergara, his son and current Chivas President said: “Cumpliste tu promesa y todos te queremos dar la bienvenida a casa. Tu regreso simboliza el ciclo perfecto de un jugador de la cantera de Chivas” (“You kept your promise and we all want to welcome you home. Your return symbolizes the perfect cycle of a player from the Chivas quarry/roster”)
Fútbol holds immense cultural significance in Mexico, and it’s often described as more than just a sport – it’s a passion that unites people across the country. While not a literal religion, the fervor and devotion of Mexican fans can be comparable to religious fervor in some contexts.
Chicharito’s return can strengthen the connection between US Hispanics and Mexican fútbol., providing a shared cultural experience. It may also contribute to the growth and popularity of soccer within the Hispanic community in the United States.
Marketers and advertisers can capitalize on Chicharito’s return by creating campaigns that leverage his popularity. They could focus on themes of resilience, success, and national pride to resonate with fans. Partnerships with brands that align with Chicharito’s image could also enhance marketing efforts. In fact at alma, my previous agency, we leveraged his “persona” to encourage Small Business Owners to “Think Big” and pursue their dreams. Here’s the case video: https://www.almaad.com/work/quickbooks-think-ote/
Chicharito embodies aspects of the Mexican spirit such as resilience, passion, and determination. His success on the global football stage symbolizes the potential for achieving greatness through hard work and dedication, resonating with the spirit of many Mexicans, and Latinos in general.
Chicharito’s journey and success can be seen as embodying the spirit of “Mex I Can,” representing the belief that Mexicans can overcome challenges and achieve greatness. His accomplishments serve as inspiration and contribute to a positive narrative around the potential and capabilities of Mexicans.
Try not to shed a tear of emotion by watching these scenes as the Prodigal Son came back home on Saturday night:
