Ricardo Aspiazu of Verizon: “There Was No Better Story Than Betty to Help Simplify a Complex Industry”

Verizon is tapping into one of the most beloved cultural phenomena in Latin entertainment history to launch a bold new campaign aimed at transforming how consumers experience wireless services. Featuring the original stars of Yo Soy Betty, La Fea—Ana María Orozco, Jorge Enrique Abello, and Lorna Cepeda—the campaign uses the iconic characters of Betty, Armando, and Patricia Fernández to highlight Verizon’s mission to simplify an industry often associated with confusing plans, hidden fees, and unnecessary complexity.

Timed to coincide with the FIFA World Cup and the cultural resurgence of Betty La Fea, which recently earned a third-season renewal of its streaming revival, the campaign leverages a franchise that remains deeply connected to Latino audiences 25 years after its original finale captivated millions of viewers worldwide.

At the center of the creative is a simple idea: consumers deserve a better wireless experience. Through the familiar workplace dynamics of Ecomoda, Armando embodies the overwhelmed executive struggling to navigate complexity, Patricia “La Peliteñida” represents misplaced confidence and confusion, and Betty once again steps in with practical, intelligent solutions—this time introducing Verizon’s newest customer-focused offerings.

“We wanted to break away from traditional telecom advertising and connect with audiences through a story and characters they genuinely love,” said Ricardo Aspiazu, Senior Vice President of Creative & Brand Design at Verizon. “Betty has remained relevant across generations because people continue to see themselves in these characters. That made her the perfect vehicle to communicate a transformation centered on simplicity, transparency, and customer value.”

Beginning June 16, Verizon is introducing several significant changes designed to reward loyalty and eliminate long-standing pain points in the wireless industry. The company’s new loyalty program recognizes customers for staying with Verizon—not just for switching—through Verizon Dollars, allowing customers to earn 3% back every month simply for being subscribers. Members will also gain access to exclusive Verizon Shine experiences and benefits.

In a move the company describes as unprecedented in the category, Verizon is also eliminating activation and upgrade fees for loyalty program members, removing costs that have traditionally frustrated customers and added complexity to the wireless experience.

The campaign additionally introduces Verizon Simplicity, a new plan starting at $45 per line, with an introductory promotional offer of $30 per line for customers switching to Verizon. Designed to remove confusion around pricing structures, the plan offers a straightforward approach to accessing Verizon’s 5G network, regardless of the number of lines on an account.

According to Aspiazu, the strategy emerged from extensive consumer insights showing that customers increasingly value transparency and flexibility over complicated rewards systems and promotional offers.

“People don’t want to spend time trying to understand what they’re paying for,” he explained. “They want clear value. They want to be recognized for their loyalty. And they want a relationship with their wireless provider that feels straightforward and fair.”

The campaign was filmed in Bogotá at the original RCN studios where Yo Soy Betty, La Fea was produced, using the same locations and production environment that helped make the series a global phenomenon. For Verizon, authenticity was critical to recreating the chemistry that audiences have cherished for decades.

“The cast brought incredible energy and creativity to the project,” Aspiazu said. “Being on that set felt like stepping directly into the show. Their chemistry remains intact, and that authenticity comes through in every scene.”

Designed specifically for U.S. Hispanic audiences, the campaign reflects Verizon’s broader strategy of connecting with multicultural consumers through culturally relevant storytelling. The company believes the franchise’s enduring popularity extends beyond Spanish-speaking audiences, resonating with bilingual and bicultural consumers who have rediscovered the series through streaming platforms and social media.

“Betty is more than nostalgia,” Aspiazu added. “She continues to live in memes, quotes, social conversations, and now in a new generation of fans. This campaign allows us to meet consumers where culture is happening while delivering meaningful news about how Verizon is changing.”

The campaign will run throughout the FIFA World Cup across Spanish-language media platforms and digital channels, positioning Verizon at the intersection of one of the world’s largest sporting events and one of Latin culture’s most enduring entertainment properties.

By bringing Betty back to solve yet another complicated workplace problem, Verizon hopes to demonstrate that wireless service doesn’t have to be complicated—and that sometimes the smartest solution is also the simplest one.