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Diego Scotti, EVP and CMO at Verizon Communications, provides exclusive insights into his company”s new mostly Spanish-language spot promoting Verizon’s unlimited data plans. Scotti is responsible for linking the innovations of the company’s product team to the customer-focused operations of the business units to build the Verizon global brand, create consumer awareness and advocacy, and drive customer preference for the brand through all channels.

Verizon aired a mostly Spanish-language spot during last Saturdays’s 2017 MTV Video Music Awards (VMAs). The spot was broadcast through Viacom’s prime-time English-language TV Networks. Why did Verizon decide to broadcast a Spanish-language spot in English-language prime-time TV? “This is a nod to the bi-cultural Latino in the U.S,” Verizon CMO Diego Scotti tells Portada. “Verizon has a long tradition of addressing needs of different multicultural groups. This is a nod to the bi-cultural Latino audience.”  “We are telling them: We get you. We understand you,” Scotti adds.

According to Scotti, Verizon’s new bi-cultural Hispanic foray recognizes the increasing weight of bi-cultural and bilingual Hispanics in the overall composition of the Hispanic population. Until recently, the majority of Verizon’s Hispanic market campaigns targeted the Spanish-dominant part of the Hispanic population.

We are telling bi-cultural Latinos: We get you. We understand you.

Mexican actor Luis Gerardo Méndez teamed up with Verizon to star in the new unlimited data spot. Méndez is known for his role as “Estanislao Shilinsky”; Mario Moreno’s best friend in the movie “Cantinflas” (2012); his starring role as “Javi” in “The Noble Family” (2013); and Co-Producer/Co-Star of “Club de Cuervos” (2015)  Netflix’s first original Spanish production. The choice of a Spanish-language-native actor reflects how much Verizon cares about meeting the needs of the bi-cultural Latino.  “Hispanic audiences often do not like it when the characters in the campaign use English. It is not always tasteful when brands use English-language characters to address the bi-cultural Latino.” “This is an intelligent audience that deserves respect”, Scotti emphasizes.

The new spot, developed by Verizon’s creative agency partner The Community, will be promoted via in in-language media, digital properties – including heavy use  of online video – as well as through guerrilla type of  marketing actions.

CHECK OUT: Into Verizon’s Hispanic Millennial Campaign “Bienvenido a lo Mejor”

The Spot

The new spot, ‘Date Interrupted,’ premiered yesterday (August 27) during the 2017 MTV Video Music Awards (VMAs). In the spot, a Spanish-speaking couple dines in a nice restaurant, enjoying a special evening away from their baby. Just as they begin to relax, the woman realizes she can no longer view their digital baby monitor on her phone, panicking as she urges her partner to eat faster so they can get home.
Almost instantaneously, Middleditch, of HBO’s Silicon Valley fame, swoops in, but realizes he’s never encountered Spanish speakers until now. Luckily, Mexican actor Luis Gerardo Méndez , who looks and dresses like Middleditch, comes to save the day. Middleditch asks “Who are you?” Méndez replies, “Someone like you but en español.” He then smoothly explains to the couple how Verizon has the best network with the best unlimited data in Spanish, while Middleditch is left bumbling because he doesn’t understand what they’re saying.

https://www.youtube.com/watch?v=cQK3S7fnnbA

What: Netflix is planning to release its first Spanish-language original series in 2015.
Why it matters: The comedy will be produced by Mexican director Gaz Alazraki and feature Luis Gerardo Mendez. The announcement of Netflix new investment in Spanish-language original content comes on the heels of Netflix’s recent launch in the Mexican market and plans for additional  international expansion.

netflixNetflix is planning to release its first Spanish-language original series, a comedy by Mexican director Gaz Alazraki. Produced in Mexico, the 13-episode series will be a satire on the world of professional soccer, with Spanish dialogues.

It will feature Luis Gerardo Mendez, who starred in “Nosotros Los Nobles” (We Are the Nobles), which showed the weaknesses of a wealthy family forced to cope with sudden poverty. Directed by Alazraki, “Nobles” generated US $27 million at the box office, making it Mexico’s second highest-grossing film of all time, according to The Hollywood Reporter.

 The series is part of Netflix´s plan to focus more on overseas markets and on international growth.

Mexico and Latin American are considered key markets by Netflix, as many Netflix subscribers regularly stream subtitled fare according to  Businessweek . Although Netflix has not announced a name for it, this series will premier sometime in 2015.

This series may be the outset and also trigger Netflix’s non-English original-programming. However, the company already carries a selection of Spanish-language movies as well as children’s content. The company launched its service in Latin America in 2011.

“We formed a very special team for ‘We Are the Nobles,’ and we wanted to keep working together,” said Alzraki.

“When I told the team that Netflix was interested in producing the show, the excitement was contagious since there’s nobody cooler and more innovative in this day and age than Netflix.” Added Ted Sarandos, Netflix’s chief content officer, “We’re thrilled to be working with the talent from ‘We Are the Nobles,’ a movie that managed to capture a cultural phenomenon in a fun and engaging way while breaking box office records. Gaz has the disruptive vision and creative storytelling we were looking for in producing our first original series in Mexico. We’re confident our members in a market as important to us as Mexico and Latin America will love this family comedy.”

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