Creative Direction & STRATEGY
DIRECTV | Montón
Instead of selling a channel pack. We dropped a reggaeton banger
More of everything
Hispanic culture no longer needs to explain itself or justify its relevance. Esta empoderada.
The brief was to make DIRECTV’s MiEspañol, a Spanish-language genre pack, feel like a value proposition. We made it feel like a party. Built around montón — the Latin-American idea that real satisfaction is having enough for everyone — the campaign positioned MiEspañol not as a genre pack, but as a cultural beat. A full Spanish-language anthem, a :30 that goes from quiet to electric, and a creative strategy rooted in one simple truth: this audience doesn't want cheap, they want handled.
MONTÓN (noun): A whole lot — more than you expected,
more than you paid for, more than you imagined.
more than you paid for, more than you imagined.
This campaign represents an incremental win — DIRECTV’s linear TV scope on Telemundo along with CTV and digital, earned through a competitive pitch against other agencies. Led the creative vision from pitch through production, expanding the agency's remit beyond digital performance into broadcast.
