With no contracts, switching to Total is not just the right choice, it’s the easiest choice.
It’s so easy that you can switch “suavemente.”
My first Super Bowl commercial. You may not have seen it because it was on Univision, but my cuban grandparents definitely did. Fun fact: It was directed by Fred Armisen.
PR: Campaign US, Primera Hora, El Nuevo Dia, Latin Times, Adweek.
Somehow, this storyboard made it happen:
The story
We received a Super Bowl brief—I use that term loosely because it was specifically for Univision—mid December 2023. It was an open brief for every WPP agency. Avani and I came with a couple fun ideas, visualizing the 5G’s as 5 OGs; showing people with half of an ass, “Don’t half ass your phone-plan”; and turning Mr. Worldwide into Mr. 5 Countries because Total has unlimited data in 5 countries. None of our ideas got presented.
Then, apparently the stars aligned, and our CD said they want to do a remix of Suavemente as Totalmente, “They have the song. Write the script for it.” Somehow, out of all the agencies, we sold our silly elevator pitch.
We went on to film it with Fred Armisen, and by we, I mean our director, because they didn’t let us go to the shoot. Also, DAVID ended up taking the agency name off the credits because they didn’t want to come across as a predominantly LATAM agency. At least mi Abuelita saw it and sent me a low-quality video of her watching it live. Love you Tuta.
Alt lines
Since our endline was a little bold for a Super Bowl commercial, I wrote a bunch of alts with varying degrees of spice. None were selected.
- Every time I leave the table you eat my food
- You’re just like a brother to me
- Your hairline’s a problem
- You have the same name as my dad
- You don’t take off your socks in bed
- My astrological chart says I’d die if we get married
- A boyfriend just like you would be perfect
- You say the names of every store we pass by
- You kiss everyone in my family on the lips
- You own too many fedoras
- You cut the crusts of your sandwiches
- You’re 27 and still live with your mom
- Our zodiac signs just aren’t compatible
- I just did a DNA test on our son, he’s not yours
- I’ve been faking all my orgasms
- You’ve been sticking it in the wrong hole
- I found your search history
- You just have too much hair (her eyes look down at his crotch)
- You remind me of my brother
- We’re actually related
- I’m pregnant with my ex’s baby
The winning line was: “You always do this” by Thomas Nitti.