English and Spanish programming service provider, DishLatino, has unveiled a campaign inspired by Hispanic pride, heritage, and success.
DishLatino has launched Sigue Haciéndola, a marketing campaign which translates to ‘Keep Pressing On’ and honours the Hispanics of America. From their cultural heritage to the values, dreams, and challenges that inspire their perseverance, the push celebrates hard work and tradition.
The effort features television spots featuring actor and producer, Eugenio Derbez. In Reconocimiento, one of the ads from the series which means ‘Recognition’, fans are seen recognising the star for his fame, before the spotlight is cast on the very Latinos who serve their families and communities.
To capture the sentiment behind the initiative, Grammy nominees, Periko and Jessi Leon, wrote and recorded an original anthem titled Somos Latinos. The song is brought to life with a music video starring the duo, while featured in the commercials starring Derbez and other elements of the push.
The brand is inviting Hispanics nationwide to share their stories by customising an image so its shows where they’re from and are making it. Users can then upload their pictures directly to social media and add a message to tell their tale. Derbez will be one of the first to participate in the segment, and shares how one can get on board here.
DishLatino will use the photo entries to create a digital mosaic shaped after the map of the United States. The map will be searchable, and therefore, participants will be able to locate their photo and others. The Sigue Haciéndola experience will see activation via the campaign’s dedicated website.
“Twenty years ago, our journey began when we were the first to offer affordable programming connecting Latinos to their culture. Today, we’re proud to be the leaders in the segment because of the trust we’ve continued to build with our customers,” said Alfredo Rodriguez, VP of DishLatino.
The network offers a suite of English and Spanish language programming packages in the United States, providing viewers over 40 Spanish-language news, entertainment, and sports channels—in combination with its broad English-language programming line-up of more than 200 channels.