Iconos

DishLATINO launched its new brand platform – Orgullo Latino, or Latin Pride, which set out to burnish the brand’s authentic Latino credentials. The main objective of the campaign’s flagship commercial, Iconos, was to demonstrate the brand’s bonafides as a truly Latino “insider” brand. Iconos artfully illustrated that DishLATINO is a brand that authentically shares the cultural values, experiences, and memories of the Latino community. We set out to prove that DishLATINO is Latino Como Tu, Latino like you.

Using state-of-the-art deepfake video technology, we created a magical spot that imagines a meeting of Eugenio Derbez and the late El Chavo, celebrates how much TV has evolved, and recognizes how much Latinos have accomplished and contributed to this country.

Eugenio Derbez, today’s biggest and arguably most beloved Latino actor – has been DishLATINO’s longtime brand spokesperson. And El Chavo, one of the most powerful cultural figures in the collective memory of Latinos of all ages, passed away in 2014. He was the star of the most successful sitcom ever in Latin America, El Chavo del Ocho, which at its height had over 90 million viewers a day across Latin America.

The imaginary meeting symbolizes the journey of Latinos everywhere -- our collective past and future. El Chavo stands for our enduring Latino heritage and nostalgia, while Eugenio Derbez represents the aspirations and accomplishments of Latinos today.

Iconos was a resounding success. It received critical acclaim from the press, trade, community leaders, the entertainment industry and most importantly -- based on web engagement measures, among others -- by our Latino consumers.

This campaign, starting with the launch of the Iconos spot, has truly touched a cultural nerve within the Latino community. It has jumped into the everyday conversations of Latinos everywhere. Fans were even inspired to generate content on their social media content of their heartfelt and genuine reactions to seeing the commercial.