Marca Hispanic, Miami / DISHLATINO / 2022

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Case Film




Write a short summary of what happens in the film

"Iconos" features the late Roberto Gomez Bolaños, a beloved international TV icon from Latin America, in his character, El Chavo, from the sitcom, ‘El Chavo del Ocho.’ Through the use of deep fake technology, we brought 'El Chavo' back to life to share the screen with a Latino TV icon of today, and DishLATINO’s longtime brand spokesperson, Eugenio Derbez.

During Eugenio’s day dream, he explains to a magically appearing El Chavo, how both TV and Latinos have evolved and made great strides over the years, and expresses his appreciation to El Chavo for being one to start it all.

Please tell us about the cultural insight that inspired the work

For our new campaign the brief was prove to Hispanics that DishLATINO is a brand that shares their Latino pride.

The problem we faced was that showcasing Hispanic pride often falls into superficial and stereotypical cliches.

We worked to identify deeper aspects of the culture that all Hispanics, regardless of country of origin found relatable. That’s when we found the solution: El Chavo, the protagonist of the most successful sitcom in Latin America of all time, El Chavo del Ocho. The show was watched by all Hispanics growing up, from Mexico to Argentina. He’s not only a cultural icon, he elicits strong feelings of nostalgia from their childhood in Latin America. Bringing him back to life through deep fake technology to talk with our brand spokesperson, Eugenio Derbez, to discuss Latino achievements proved to be a profound demonstration that DishLATINO understands and celebrates the unique community it serves.

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