This past Sunday, during its live coverage of Super Bowl LV, ESPN Deportes unveiled its new brand campaign, “Es Lo Nuestro” (or “It’s Our Thing”).
This is the first in a series of spots for the campaign that will run throughout the year and the first new brand campaign in 12 years for ESPN Deportes.
For Latinos, sports are one of the most influential means for wider cultural representation, and ‘Esto es lo Nuestro’ brings to life the emotional, cultural and communal side of Hispanic sports stories. – VP, Programming and Acquisitions, Freddy Rolón
“I couldn’t think of a better way to launch our new brand campaign than on Super Bowl Sunday, historically the most-viewed event on ESPN Deportes,” said Vice President, Programming and Acquisitions, Freddy Rolón. “For Latinos, sports are one of the most influential means for wider cultural representation, and ‘Esto es lo Nuestro’ brings to life the emotional, cultural and communal side of Hispanic sports stories.”
Front Row caught up with Vice President, Sports Marketing, ESPN, Michelle Bella, to hear more about the campaign and its development.
How was the campaign developed?
The campaign captures and expresses several themes that came out of a brand and fan study conducted by Audience Theory, which emphasized core values for Latino fans that include language, representation, community, belonging, and unity.
How does the music in the spot play into the campaign itself?
The 60-second anthem, featuring an original composition of a Reggaeton song composed by Alain Gomez, captures the joy of sports through the moments that evoke the passion from fans across the board – young and old, among friends and families interspersed between with memorable highlights from the NFL, NBA, MLB, UFC, Top Rank and soccer.
How did you know this was the right time to introduce this new campaign?
We had an opportunity with the largest platform in sports – Super Bowl LV – to reintroduce the ESPN Deportes brand. “‘Es Lo Nuestro”/”It’s Our Thing’ captures the core values of Latino fans – community, pride, belonging, unity and joy. With our new creative work, we’re hitting those sports and passion points that resonate most among U.S. Hispanic fans.
EDITOR’S NOTE: ESPN Deportes’ telecast of Super Bowl LV was the most-watched telecast on Spanish-language cable, helping ESPN Deportes win the day among all Spanish-language cable networks.
The telecast was seen by an average of 647,000 viewers (P2+), up 37 percent from the network’s 2019 (473,378 viewers) and 2016 telecasts (471,658 viewers) of the game.
Santa Brito contributed to this post.