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Historically, when targeting the Latinx market, ads have been dubbed in Spanish over the original English-language ad. For Super Bowl 58, brands like Starbucks, AT&T and Total by Verizon wanted to dig deeper for their moment on the biggest stage in advertising.
The game-winning ads on the TelevisaUnivision stream of Super Bowl 58 focused on the themes of the multi-generational household and Spanglish dialogue, two crucial aspects of Hispanic and Latinx culture. Whether it was a young woman showing her family an Indeed job listing at the dinner table or a young couple checking out a wedding venue with the guidance of beloved AT&T store manager Lily Adams, there were brands that seamlessly showed up to reflect today’s modern Latinx household that typically hears a blend of both English and Spanish.
We’ve rounded up a few of our favorite ads that go beyond the Spanish dubbing and reflect the community with realistic cultural nuances, native Spanish dialogue and generational inclusion.
Verizon
Tugging at the heartstrings through a mix of nostalgia and humor, Total by Verizon brought back the Latinx anthem that ruled the ’90s, “Suavemente” by Elvis Crespo, and added a fun modern twist by changing the lyrics to reflect the wireless plan’s perks. The spot also featured fun, retro visuals and side commentary by comedy star Arturo Castro.
Nissan
Leaning into the multi-generational familial aspect of Latinx culture, Nissan tapped SNL breakout star Marcello Hernandez, who is seen picking up many family members in a Nissan Pathfinder during a lengthy test drive. The ad also shows a glimpse of the Grammy-winning Grupo Frontera, a Mexican regional music group that has skyrocketed to fame in both Mexico and the U.S.
