While in the U.S. nachos are synonymous with "good times," for Latinos living in the States they may represent something quite the opposite, in a hilarious new ad from Dieste for food brand Goya.
The spot opens with a young girl telling her mother in Spanish that she needs to bring Latin food to school, presumably, for a culture day. The mom asks her daughter what she wants to bring, and she excitedly responds, "Nachos!"
"Psycho" knife-wielding-inspired music kicks in, the mother's face goes pale and her coffee cup crashes to the ground. A voice-over intones, "That moment, when you realize, you're losing your Latin child" and more hilarity ensues: a boy watches "football" instead of "futbol," another throws a soccer ball to his dad, a girl "corrects" her mom to say "Sweet Sixteen" instead of "quinceanera" and so on.
"Win them back," the ad then says, and the parents do so through food -- creating homemade dishes for the kids with, naturally, various Goya products.
It's a smart, entertaining and well-crafted tale designed to promote Goya through a powerful cultural insight. "For moms and dads, there is a big tension: they feel that they are failing as Latin parents preserving their culture," explained Dieste Chief Creative Officer Ciro Sarmiento. "But one thing is for sure -- food is the strongest connection to Latin heritage."
"The brief we got from the client was to tell the story of Goya as the maker of authentic quality products inspired by Latin cuisine, to help teach younger generations of Hispanics that there is more than one flavor in life," he said. "Going back to my own experiences, I love how my wife always makes the most authentic lunch boxes for my children, and they love it."
The campaign targets old and new generations of Hispanics in the U.S. It will be running on broadcast on Spanish and English channels as well as on YouTube and on recipe cooking channels. Andres Salmoyraghi directed out of Rebolucion, L.A.