While Comcast and Xfinity have had their fair share of criticism from the general market for years, that has not been the case for Hispanics. In fact, Hispanics love Xfinity. But how does a telecommunications company known for their bad customer service win the hearts of Hispanics and fulfill their ethos of helping all people live their connected life they love?

Role: Senior Account Planner co-leading Hispanic Market creative strategy for Xfinity Entertainment, Internet and Mobile

We la gente (2018)

“Criminals.” “Smugglers.” “Un-American.” For a couple of years, Hispanics had been facing a series of attacks and false portrayals of things they simply are not. Being a true ally, Xfinity knew they had to help break down this false rhetoric. So, in honor of Hispanic Heritage Month, we proudly recognized the contributions of Hispanic Americans to the country we all call home and authentically celebrated them for who they are.

TRANSLATION: “The power of your voice, in your hands. The X1 bilingual voice remote.”

Pa’lante (2020)

In its most literal sense, echando pa’lante juntos means ‘moving forward together.’ However, on a deeper, more emotional level, pa’lante is an expression used to encourage resilience and persistence in one another, especially in times of hardship, such as the pandemic. As such, Xfinity felt it right to pay homage to the Hispanic spirit and, together, help push pa’lante.