Dishlatino: Iconos

DishLATINO, a Pay TV service dedicated to serving Hispanic customers, won back the hearts of Latino consumers in the USA with an ad that used deep fake technology to imagine the meeting of two Latino TV icons.

Campaign details

Brand: DishLATINO Brand owner: Dish Network Entrant company: Marca Hispanic Idea creation: Marca Miami Market: United States Sector: TV channels, services, programmes Media channels: Social media, Public relations Budget: Over 20 million

Executive summary

DishLATINO was the first Pay TV service created by and for Latinos, with Spanish programming packages and is recognized as the longtime category leader. However, TV fragmentation and popularity of streaming providers leave consumers with more TV options than ever before. DishLATINO needed a campaign to strengthen awareness, consideration,...

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