U.S. HISPANIC
TelevisaUnivision’s Así Studios will connect marketers to US Hispanics through premium storytelling
Maribel Ramos-Weiner| 27 de abril de 2022
Dan Riess de TelevisaUNivision
TelevisaUnivision Inc. announced the launch of Así Studios, a preeminent Spanish-language brand studio aimed at connecting marketers to U.S. Hispanics through premium video. Así Studios will produce films that shine a light on inspiring stories from across the country that speak to the heart and passion of Hispanic viewers and will leverage the reach of TelevisaUnivision’s massive U.S. media ecosystem with distribution across linear, streaming, digital, social, and audio platforms.
TelevisaUnivision launches Así Studios just weeks ahead of its 22-23 Upfront Presentation on May 17, signaling the strengthened suite of capabilities the company will bring to bear for its brand and agency partners.
“Así Studios is a powerful creative engine for brands to engage and grow with the influential Hispanic audience. Importantly, it is in language, and in-culture premium video that delivers the high-quality storytelling our partners expect. Advertisers know they can’t afford to miss U.S. Hispanic consumers, and Así Studios provides a positive and meaningful way for brands to invest in the audience that is driving economic growth in every major category,” Dan Riess, EVP and Chief Growth Officer of U.S. Advertising at TelevisaUnivision.
A world-class creative team has been assembled to propel Así Studios in the marketplace, led by producer and director Caroline Olkowski as Head of Studio, with renowned filmmaker Alberto Ferreras as Creative Executive-in-Residence, and industry veteran Oneil Vargas-Estevez as director of Production.
The debut film from Así Studios, Imparable: Ismael Guzmán, premieres this Wednesday, April 27th in partnership with Toyota and features the all-new Toyota Tundra. The film follows the inspiring story of a Texas man who has dedicated over two decades to providing East Austin’s youth an opportunity to play soccer, regardless of their families’ means. Imparable: Ismael Guzmán will air across TelevisaUnivision properties and platforms, including its global streaming service, ViX, as well as its multimedia sports division and the nation’s No. 1 Spanish-language sports network, TUDN.
“We are excited to partner with the TelevisaUnivision team on the launch of Así Studios, providing an innovative platform that created a wonderful opportunity to feature the story of the Guzmán family along with the all-new Tundra,” said Ann Dragovits, Media Manager, Integrated Marketing Operations at Toyota Motor North America. “This partnership allows the brand to be part of creative and culturally relevant storytelling that showcases our vehicles in an authentic way for our Hispanic audiences.”
