- Using deepfake technology, El
Chavo del Ocho chats with Eugenio
Derbez in the new ad campaign "Latino Like You" from
DishLATINO
- Eugenio Derbez highlights the
achievements of Latinos, and especially those who took the first
steps such as El Chavo del
Ocho
- Fans of Eugenio Derbez and
El Chavo will be able to access
www.latinocomotu.com to see the complete campaign, as well as the
Behind the Scenes video of the recording
ENGLEWOOD, Colo., March 23,
2022 /PRNewswire/ -- DishLATINO, a leading pay
television provider serving the Hispanic community in the United States, announced today the launch
of its "Latino Like You" campaign. This campaign starring actor
Eugenio Derbez and beloved icon
El Chavo del Ocho recognizes and
celebrates the upward trajectory of Latinos around the world.
Using deepfake technology, El
Chavo returns to the screen through DishLATINO's "Icons"
commercial that will premiere during the qualifying match between
Mexico and the United States for the World Cup Qatar
2022. El Chavo "comes out" of the
TV screen to talk with Eugenio
Derbez, who, like all Latinos, has had great affection for
El Chavo since he was a child.
The "Icons" spot with El Chavo
and Derbez was filmed at Gabriel García Márquez studios in
Mexico City and was directed by
Matias Moltrasio. The concept was developed with advertising agency
MARCA, and the special effects were produced by Right Cut from
Miami and London-based Metaphysic. More than 1,000 hours
of work were required to change El
Chavo's face to make a 60-second commercial and a 30-second
commercial that will air on different TV channels in the United States.
"Deepfake" is a technique that uses artificial intelligence to
alter a person's face and modify facial features and gestures in
images and videos. In the Icons commercial, the face of the actor
impersonating El Chavo del Ocho is
replaced by the face of Roberto Gómez Bolaños. The effect is
impressive and moving when seeing El
Chavo again on the screen. This is the first time this
innovative technology has been used in a campaign aimed exclusively
at Hispanics in the US.
"At DishLATINO we feel fortunate to serve as a link between the
Hispanic community and those cultural elements that are important
to us such as our language, our entertainment and our traditions.
This project with Eugenio and El
Chavo gave us a unique opportunity to go one step further
and showcase the pride we should feel for the advances and
contributions of the Latino community," said Alfredo Rodríguez,
Vice President of the Latino Center of Excellence at Dish
Network.
For this campaign, DishLATINO worked together with Grupo
Chespirito to use El Chavo's image
in its advertising and promotions. The main objective of Grupo
Chespirito is to preserve and bring the legacy of Roberto Gomez
Bolaños to new generations, including his most famous characters
such as El Chavo and El Chapulín
Colorado.
"I am amazed how through technology two icons of our culture can
meet again. My father had great admiration for Eugenio's courage to
do new things, it was even reflected in a letter he wrote to him.
They are part of the long road that the Latino community has
traveled and how it has gained relevance in the world," said
Roberto Gómez Fernández, Producer and Executive Director of
Grupo Chespirito. "I feel enormous admiration for the work of
our people, and it fills me with pride to be part of it. As for the
commercial, it moves me to rediscover those gestures that are
endearing to all Latinos because they are from El Chavo, but for me, they are from my
father."
Eugenio Derbez has been the
spokesperson for DishLATINO since 2014. Throughout this
relationship, Eugenio has supported DishLATINO in highlighting the
main values and traditions of the Latino culture, the constant
challenge to preserve Spanish in our children, and even teaching
English as a second language with the channel
"Inglés Para Todos" (English for Everyone).
"DishLATINO offers more Spanish language channels than any other
pay-TV provider. While we message this important benefit alongside
our slate of English language channels, state-of-the-art technology
and fair pricing, we also strive to connect emotionally with our
customers. Promoting our identity and culture is important to our
community on many different levels and is at the core of what the
team at DishLATINO does," said Rodríguez.
The launch of the "Latino Like You" campaign is supported by
various initiatives such as the website www.Latinocomotu.com where
fans of El Chavo and Derbez will
be able to see the commercial, the "behind the scenes," as well as
other messages and the "Chavo Filter." The filter brings
El Chavo and Eugenio even closer
to their fans using preprogrammed emoji expressions that can be
used for unique selfies.
About DishLATINO
DishLATINO is the market leader with Spanish and English
programming packages in the United
States. It offers customers more than 90 news, entertainment
and sports channels in Spanish combined with DISH's extensive
lineup of English-language programming, with more than 200
channels. DishLATINO customers can receive the Hopper, DISH's most
powerful DVR, and take advantage of 7-days-a-week customer service
in Spanish, as well as the most convenient payment solutions,
including a no-contract prepaid TV option. DISH Network Corporation
(NASDAQ: DISH) is a Fortune 200 company.
About Grupo Chespirito
Grupo Chespirito is a company established in Mexico City, created more than 10 years ago by
Roberto Gómez Fernández, with the aim of preserving and bringing
the legacy of Roberto Gómez Bolaños, Chespirito, to new
generations, including his most famous characters: El Chavo del Ocho and El Chapulín Colorado. Today, Grupo Chespirito, as a
representative of El Chavo and El
Chapulín Colorado brands, has more than 100 business partners
worldwide, mainly in Mexico,
the United States, Latin America and Brazil derived from the marketing of consumer
products from the intellectual property created by Chespirito.
Grupo Chespirito is also responsible for the creation of new
content, oversees planning and executing of marketing strategies
and manages a community with more than 14 million followers on
social networks.
For all press materials, pictures and spots, please go to
www.latinocomotu.vporoom.com
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SOURCE DISH Network Corporation