AT&T - DRECTV: ALTUVE

AT&T, a telecommunications company, encouraged Hispanics in the US to quit cable by creating a fake news Tweet with famous baseball player Jose Altuve which eluded to him quitting.

Campaign Summary

This is a Hispanic take on the successful 'Quit Cable' campaign the brand started with General Market. This execution of the anti-cable campaign needed to leverage a strong Hispanic insight while maintaining the core idea and key messaging of DIRECTV's superior live sports content in 4K.

Marketing Context

To talk about sports, a key passion point for Hispancis, Dieste leaned into the 'fake news' cultural moment, a phenomenon that became relevant in the country during the latest election, but one that is especially relevant for Hispanics culturally. For this audience, word- of-mouth is still one of the most...

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