24 Feb ESPN deportes new campaign, co-produced by blake vaz, debuts during the super bowl

Last night during its live coverage of Super Bowl LV, ESPN Deportes unveiled its new brand campaign, “Es Lo Nuestro” / “It’s Our Thing,” the first in the creative series that will run throughout the year and the first new brand campaign in 12 years for ESPN Deportes. ESPN Marketing worked with Mexico-based agency Pararrayos on the creative.

“We had an opportunity with the largest platform in sports – Super Bowl LV – to reintroduce the ESPN Deportes brand,” said Laura Gentile, SVP of Marketing & Social Media, ESPN. “’Es Lo Nuestro’ / ‘It’s Our Thing’ captures the core values of Latino fans – community, pride, belonging, unity and joy. With our new creative work, we’re hitting those passion points that drive U.S. Hispanic fans and highlight the sports moments that tap into their strongest emotions.”

The 60-second anthem captures the joy of sports through the moments that evoke the passion from fans across the board – young and old, among friends and families – interspersed between memorable highlights from the NFL, NBA, MLB, UFC, Top Rank, and soccer. An original Reggaeton song, composed by Alain Gómez, serves as the music soundtrack for the spot.