Smithsonian Channel – Latin America Shorts
October 7, 2020
TV 60s
October 2020
Commercial produced for Somos PAC and Independence PAC and aired in Arizona and Texas.
Target
Growing Latin American community in Arizona and Texas.
In this ad we focused on the struggles Joe Biden overcome throughout his life, something the Latin American community can identify with. By building this bridge we where able to create a visually impactful ad that resonated with this strong and resilient culture.
Result
This ad had a great impact and Arizona was one of the states that decided the 2020 election for Joe Biden.
Establish
With Covid affecting the U.S. economy and with millions of jobs lost, we start the ad by introducing a Latin American family praying at a dinner table showing the resilience and fortitude they have.
Joe Biden History
We introduce Joe Biden's family history and the struggle his father and family went through when his father lost his job due to a recession.
He never quit.
After we establish all the struggles in Joe Biden's life, we show that he never quit and kept pushing forward, like millions of families do in these troubling times.
Conclusion.
We finish this piece by reiterating that Joe Biden never stopped fighting and that he is the right person to lead us .
Joe.
That person is Joe Biden .
Client: 76 Words – Colin Rogero