Every year the rights to air the NFL Super Bowl go to one of the big three networks and the Spanish broadcast, to its sister network. This year, the rights to the Spanish broadcast went to ESPN Deportes.

The Brief was to come up with an original idea that would drive awareness, excitement and tune-in to the Spanish Broadcast of Super Bowl LIII on ESPN Deportes among Latino and Latino Millennial viewers (Casual Fans).

To drive viewership to the spanish-language transmission of the Super Bowl LIII, ESPN Deportes gave exclusive free ad space to a Latino small-business owner and NFL super fan, a fan who otherwise would not have the opportunity to showcase his/her craft during the biggest sporting event of the year - the Super Bowl. This exclusive content could only be seen in the Spanish Broadcast of the Superbowl, in Spanish.

Insight: Latinos crave seeing themselves represented on the screen, and rally behind other Latinos with underdog stories of success.

Key Message: To celebrate ESPN Deportes having the spanish-language transmission of the Super Bowl, it will give free ad space to a Latino small-business owner and NFL super fan, a fan who otherwise would not have the opportunity to showcase his/her craft during the biggest sporting event of the year - the Super Bowl LIII.

Target audience: Latino Millennial Casual Fans

Creation and distribution of assets: Teased out the campaign via a :60 second video released on O&O channels on ESPN Deportes and NFL.

Latinos crave seeing themselves represented on the screen, and rally behind other Latinos with underdog stories of success. Tapping into this insight, and in the span of 3-4 weeks, we selected a local LA business owner with a great story and even better tacos - Teddy’s Red Tacos was featured in the :30 second commercial airing only on ESPN Deportes during the Broadcast. The story was teased out via a :60 video which was placed on ESPN Deportes & NFL en Español’s owned and operated channels, along with PR push nationally. The Teaser featured ESPN Deportes’ own Mauricio Pedroza, commentator for the network.

While the Super Bowl LIII’s ratings hit an overall 10-year low, ESPN Deportes’ were up by 7% compared to the last time it aired the event in 2016. The campaign earned over 125 Million Impressions in the short span of 5 days, Teddy and ESPN Deportes became the talk of the nation as Teddy appeared in interviews and TV show segments across LA and the US.