Fernando Osuna from Lopez Negrete Communications: Brands Are Recognizing the Value of Immigrants in this Country

In an interview with Telemundo, the CCO at Lopez Negrete Communications, Fernando Osuna reflected upon commercials that stood out during the broadcast of the Superbowl 51. Several brands bet on celebrating diversity and sent messages with political color. Coca-Cola did it with the song America the Beautiful sang in several languages; Anheuser Bush with their commercial on the challenges of migration as a tribute to the company’s Founder, Adolphus Busch, and Airbnb did likewise with an inclusion message.“It is a fact, this country was built by immigrants, and what brands are currently doing with all that is happening, is recognizing immigrants’ value in this country” expressed the CCO.According to Osuna, brands must start leaving behind advertising that informs. “No one wants to be informed. When you want information, you can go out and get it. What you want is to see something that moves you, entertains you, that can make you cry, make you think, and that is what brands must do.” He added. “What is clear is that brands will continue being honest about what they are because people nowadays want brands that tell them the truth on a one on one basis.”Lopez Negrete Communications made an infograph on the huge growth of the Super Bowl’s Hispanic audience.