Mexican actor and director Diego Luna, who we'll soon see as Captain Cassian Andor in the much-anticipated "Star Wars: Rogue One," took time out to shoot an ode to immigrants, celebrating the experience and challenges of building a life in a new land, for Mexican soft drink brand Jarritos.
Mr. Luna shot "The Journey" as a series of images old and new, starting with immigrants trekking to the border or arriving at Ellis Island, then experiencing life in the U.S. The voiceover says, "It started with those before me those with minimal resources but with hearts full of dreams this journey is not new, nor is it mine alone. It's a journey of millions just like me, hoping for more ... I believe in this great country and that it's ready for me." The video ends with the hashtag #BetterTogether and the line "To the immigrants that made this country wonderful, thank you."
Despite the current political climate in the U.S., the timing is "just a coincidence," said Luis Fernandez, owner and CEO of Novamex, the company started by his grandfather that distributes Jarritos outside Mexico. "We wanted to do something very emotional to thank our consumers," he said.
Novamex hired Lalo Duran's Dallas-based agency Walo last year, and Diego Luna did a commercial in Mexico earlier this year that drew their attention, an emotional Mother's Day spot for local cold meats brand Fud by Mexico City agency Teran/TBWA.
"We know Diego understands what it's like to be a stranger in a different world," said Mr. Duran, because Mr. Luna, who divides his time between Mexico and the U.S., has also lived the immigrant experience.
The Jarritos brand, which comes in 12 flavors including mandarin, tamarind, mango, pineapple and lime, appears at the end of the spot, and in one earlier shot of a taco truck that has a lineup of Jarritos bottles in the background.
Initially the ad was going to be a mix of Spanish and English, but it was decided it would have more impact in a single language, so there are two versions, one in English and one in Spanish. They will run mostly on paid digital media including Facebook, Instagram and YouTube, said Mr. Duran, who is creative director and managing partner at Walo.