Ricardo González
ALMA produced its most recent work for Sprint titled Como la Mia, presenting the emblematic Spanish group from the 80s, Locomía, performing a unique version of their famous song Locomía. “Since this is the third commercial in the trilogy, with songs that we plan to do for Sprint, it seemed relevant for us to continue reviving iconic songs from Hispanics’ collective memory, and thus continue to connect in a more genuine and fun way. We are looking for songs that allow us to incorporate the brand’s sales message in an organic and empathic way” explains Juan Diego Guzmán, Senior Creative Director at ALMA. For the first commercial on the unlimited use of data, they applied the concept of Data Loca, with a twist in the arragenment of the original song, La Vida Loca. For the 50% Christmas promotion, Guzmán said they came up with the idea of wishing Feliz la Mitad, using José Feliciano traditional song, Feliz Navidad. And for the third commercial, they were trying to awaken the pride of being not with just any company but one you feel as your own. “We decided on the slogan of the campaign: Como la Mía. The phonetic connection and the coincidence of the rhyme led us to invite the Locomía artists to bring it to life.”He points out that music is definitely a channel whose codes allow you to break the ice and open up a space to be more receptive to any type of message, especially in the mobile category, in which communication revolves around prices and sales war.“We went from adapting commercials in a L.A. studio to original and dedicated content for our market in places like Mexico City, Tulum, Las Vegas, New York, Lisbon, Madrid, and Kiev, where the commercial Como la Mía was shot with a unique cast. As an anecdote, it is not often you can say you were in a Ukrainian circus, with hundreds of ex-Soviet wrestlers, singing and dancing this song in Spanish. Another sign that Latin influence knows no borders. Something we essentially seek in our work for Sprint.”
