Dieste AT&T
In an AT&T store, the beautiful Lily wonders aloud whether SAP “is still a thing.” She presses the button on her TV remote and before she knows it, she is talking about AT&T’s 5G network in fluent Spanish with English subtitles – proving to herself that she can, in fact, roll her Rs. Dieste Group Creative Director Abe Garcia noted that the use of humor was very important. “When the idea was born, we knew we’d hit the nail on the head. It was one of those ideas that’s been hanging around and we grabbed it.” The agency crafted the dialogue with care. “Most of the Lily commercial talks about the launch of the 5G network, so we had to include a good joke that went right to the point. What better way than to have fun with something that even for those of us who speak Spanish is difficult, the complicated R’s,” said Dieste Creative Director Benjamin Jara. Beyond all the production limitations and restrictions, the biggest challenge according to Garcia was using a non-Spanish-speaking spokesperson in a spot for the Spanish-speaking market. “Lily is a character who is adored in the general market and we wanted her to be received in the same way by our consumers. And it’s worth noting that the commerial was also broadcast for the general market,” said García. “We had a great problem and we found a great creative solution,” Jara added.
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