MLB celebrates Latino culture and love for the game in a Spanish-language campaign

It’s no secret that Latinos run baseball. From an early age, many Latino kids (especially us Dominicans) are taught to watch, play and keep up with the sport that fills their people with pride. Thus, Major League Baseball’s latest campaign from Remezcla pays tribute to Latin culture. Launched on May 30, “El Béisbol es Otra Cosa” (“Baseball is Something Else”) stars Cuban-Dominican standup comedian, writer, actor and “Saturday Night Live” player Marcello Hernández, along with Puerto Rican multi-platinum rapper and singer Myke Towers. In a hero spot, the pair describe, in Spanish, all the things that make baseball unique, or “something else.” Scenes and highlights of baseball games celebrate the Latin players who excel in the games, the traditions that make it special and the sounds that make it music to one’s ears. Also read: GE’s MLB opening day campaign revisits league’s first night game In addition to the hero spot, videos on social media using the first words of the campaign tagline "El Béisbol Es…” with creators, celebrities, fans and players explaining what baseball means to them. The content will be updated throughout the season with players and events including the All-Star Game and Players’ Weekend. Talent featured in the social content includes celebrity chef Jesus Diaz-Yisus, youth correspondent Jazlyn “Jazzy” Guerra, artist Rob the Original and baseball Hall of Famer Vladimir Guerrero. The spots will appear across MLB Media outlets, including MLB Network, MLB.com, MLB.TV; MLB broadcast partners including Fox/FS1, ESPN and TBS; and other paid digital media sites. Popular Creativity stories from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

MLB celebrates Latino culture and love for the game in a Spanish-language campaign

Featured Stories