NFL Latino Effort Pits Jets Fan vs. Dolphins Fan

Monday Night Game Centerpiece of League's Hispanic Heritage Month Campaign

Posted by Laura Martinez on 10.09.09 @ 12:57 PM

Laura Martinez

Attendees to the Oct. 12 face off between the New York Jets and the Miami Dolphins in Florida are in for a heavy dose of Hispanic fare, as the NFL's observance of Hispanic Heritage Month wraps up Monday night with a series of festivities and special acts, including Puerto Rican singer (and minority Dolphins owner) Marc Anthony performing the National Anthem.

And while the NFL prepares for what it calls its biggest Hispanic celebration ever, the league has gone viral, releasing a series of 30-second Spanish-language spots pitching a Hispanic Dolphins fan against a Jets fan in several win-lose situations. The campaign is divided into four "quarters," with each ending in a favorable situation for one team over the other (though Miami seems to get the worst of it), and features two inseparable friends who also happen to root for a different football team.

In the first-quarter video, below, a child wearing a Mark Sanchez Jets jersey beats up on a dolphin-shaped pinata.

Regardless of who wins Monday night, NFL has already seen some pretty good results from its Hispanic-targeted efforts, with almost 29 million Hispanics watching the NFL in the last season. (Who says Latinos were only into soccer?)

All the spots are via the Vidal Partnership of New York, and end with the tagline: "Warming Up for the Hispanic Heritage Month Game. Monday, Oct. 12"

Watch the other three quarters (here, here and here) and tell us what you think!

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Read more from Laura daily at Mi Blog Es Tu Blog.