DishLATINO Partners with Eugenio Derbez to Enhance Ongoing “Me Conviene” Campaign
October 07 2014 - 8:00AM
Business Wire
- Award-winning Mexican actor and director tells story of coming
to America in new advertising spots
- DishLATINO is the first brand endorsement deal for Derbez in
the U.S.
To further accelerate the brand’s growth and strengthen its
message touting the cultural connection TV entertainment can
provide, DishLATINO has secured Mexican actor and director Eugenio
Derbez to star in its new multifaceted advertising creative, part
of the brand’s overall “Me Conviene” campaign. The deal is a first
for Derbez in the United States and the first celebrity tie-in for
DishLATINO, part of DISH Network Corp. (NASDAQ: DISH). Derbez
debuts this week in an integrated digital, TV, radio and print
effort geared towards acquiring new customers and connecting with
existing ones.
“Eugenio is an ideal match for the DishLATINO brand,” said
Alfredo Rodriguez, vice president of DishLATINO. “He has an
authentic energy and a relatable nature unlike anyone else – and in
many ways is the embodiment of our brand positioning. He has worked
tirelessly to get where he is, finding success in both English and
Spanish, and we think this is going to resonate across the Hispanic
community.”
The storyline of the new series of television commercials
centers on Derbez’s journey to America. Known for a depth of
characters and humorous takes on everyday life, Derbez combines his
comedic appeal with the portrayal of his recent, real-life move
from Mexico to Los Angeles, starting with the first commercial
called “Aeropuerto.” In an exclusive online spot, Derbez uses his
trademark satire style in “El Split Epico,” a spoof of the viral
truck commercial of a high-speed balancing act.
“I hope that all Latinos will see a little bit of themselves and
their experiences in my work with DishLATINO,” Derbez said. “I am
eager to build a life for my wife and new baby here in the United
States but it’s so important we remain in touch with where we came
from. I remain a proud Mexican and DishLATINO will help keep that
connection strong.”
Rodriguez added that, as the campaign evolves, Derbez will
advocate in his own unique way the need for multigenerational
Hispanic households to maintain a connection with their culture as
they also embrace their new realities. Customers and fans will be
encouraged to use #SiempreLatino on Twitter to share their
experiences and further engage with Derbez and the new advertising
spots.
Derbez will interact with the programming and technology that
has made DishLATINO the leading Hispanic pay-TV provider in the
United States. He will apply this experience by also providing
creative input and direction to the messaging of ongoing efforts.
Throughout the fall and early 2015, DishLATINO will roll out ads
portraying Derbez in vignettes of his new life in America.
The new ads were developed by MARCA and HAVAS, DishLATINO’s
creative and digital agencies, respectively.
For more information and to view Derbez in the two debut
commercials, visit http://www.dishlatino.com/derbez and follow
@dishlatino and @eugenioderbez on Twitter.
About DISH
DISH Network Corporation (NASDAQ: DISH), through its subsidiary
DISH Network L.L.C., provides approximately 14.053 million
satellite TV customers, as of June 30, 2014, with the
highest-quality programming and technology with the most choices at
the best value. Subscribers enjoy a high definition line-up with
more than 200 national HD channels, the most international
channels, and award-winning HD and DVR technology. DISH Network
Corporation is a Fortune 250 company. Visit www.dish.com.
About DishLATINO
DishLATINO is the market-leading suite of English and Spanish
language programming packages in the United States. It offers its
customers more than 40 Spanish-language news, entertainment, and
sports channels in combination with DISH’s broad English-language
programming lineup of more than 200 channels. DishLATINO customers
can receive the Hopper, the industry’s most awarded DVR, and take
advantage of in-language customer service as well as payment
options such as FlexTV, a no-term contract, prepaid pay-TV
product.
DISHJenna McMullin,
303-723-1695jenna.mcmullin@dish.com@DISHnews
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