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On the surface, Chispa, the Match Group-owned dating platform targeting U.S. Latines, and Diageo Scotch whisky brand Buchanan’s appear to come from two different worlds.
However, for their new campaigns, both brands are speaking the same language—Spanglish—and to the same audience: bicultural U.S. Latines known as “the 200%,” who identify as 100% Hispanic and 100% American.
The language of amor
In Chispa’s first-ever brand campaign, titled “Fluent in Amor,” various Latinx singles and couples experience “butterflies” while getting ready for a first date, searching the app for a match, learning to dance together and being introduced to a partner’s parents.
Made by creative agency Majority and director April Maxey, the spot shows how the couples are not unlike those portrayed in most mainstream dating platform campaigns aimed at American audiences. Yet added elements such as the meeting of family and the narration, which seamlessly glides back and forth between Spanish and English, give a distinct nod to the Hispanic heritage they are equally proud to represent.
The ad punctuates the message that 200%ers, who have spent their lives adeptly coexisting within two cultures, understand love in any language.
“No matter what you speak or how you identify, the language of love transcends all,” Julia Estacolchic, senior brand director at Chispa, said in a statement. “We created this anthem to capture the authentic romance of two worlds coming together without inhibitions.”
The campaign will comprise TV, digital, social activations and out-of-home ads in the Wynwood neighborhood of Miami, an area with a large population of young Latinx singles. For the spot, the brand partnered with influencers including beauty and fashion influencer Daisy Marquez; actress, singer and advocate Amara La Negra; life coach and RuPaul Drag Race Pit Crew member Bruno Alcantara; and Gen Z content creator Pau Torres.
“Our Latine team members took great personal pride in the opportunity to create at the intersection of love, culture and heritage,” said Jorge Hernandez, founding partner and chief marketing officer at Majority.
A toast a la vida
While Chispa’s campaign addresses the love life of 200%ers, Buchanan’s aims to serve libations while helping them create their own holiday traditions.
“We Are the Spirit of 200%” includes is a live-action collage blending older traditions rooted in Latinx culture with modern American twists—such as picking up store-bought pasteles while listening to bachata, mixing whisky with coquito, and pouring a glass of Buchanan’s from a bedazzled bottle.
