FreePass Latino
- Client
- Comcast / Xfinity
- Campaign
- FreePass Latino · 2016–2017
- Agency
- Gallegos United
The Client
In 2016, Comcast was the largest cable TV and home internet provider in the United States. Its consumer brand, Xfinity, served more than 22 million TV customers and 24 million internet customers.
FreePass Latino launched as a two-week On Demand event that gave Xfinity TV customers access to movies, series and telenovelas in Spanish and English at no additional cost.
Don’t Be Spoiled.
Catch up on the stories you love before someone gives away the ending.
The Challenge
Comcast wanted to bring its existing Watchathon Week promotion to the U.S. Hispanic market. The original brief called for an editorial spot: a montage of the movies, series and telenovelas available during the event. We saw a chance to build a campaign idea within that production constraint and budget.
The Idea
In our community, we love talking about the shows and telenovelas everyone is watching. But we cannot always keep up, and nothing spoils a story faster than someone telling us what happens before we get to see it. We named the event FreePass Latino and made it an invitation to catch up: don't let someone else tell you the story when you can watch it yourself, for free.
The Work
We turned that thought into the films Elevator and One Man Band, then extended the spoiler theme into print and social executions.
Contribution
Creative direction, concept development and bilingual copywriting.
Recognition
Cannes Lions 2017 — Film Lions — “One Man Band” — Shortlist
Wave Festival 2017 — Film — “One Man Band” — Gold
Wave Festival 2017 — Film — “Elevator” — Bronze
Selected social executions
Binge Without Guilt.
When there’s so much to watch, staying home becomes the plan.
The Challenge
The first FreePass Latino campaign had been a success. For its return, the challenge was to surpass the results of that first campaign.
The Idea
Our audience already knew FreePass Latino. Now that it was coming back, we played with how far you might go to stay home and catch every show—even getting sick. The campaign took that impulse to absurd extremes.
The Work
Four TV spots—Superglue, Virus, Surgery and Fridge—turned the desire to stay in and binge into visual comedy.
Contribution
Creative direction, concept development and bilingual copywriting.