DIRECTV's Hispanic Market Strategy: Key Points
Gossip, soccer, and streaming come together in DIRECTV’s new move for the Hispanic market.
The premium streaming multichannel TV service is launching Hispanic Heritage Month with a new campaign led by actress and TV host Adamari López.
The ad, titled "Como Nunca Lo Imaginaste (Like You’ve Never Seen It)," is her second as the brand’s Hispanic ambassador.
It arrives shortly after DIRECTV’s general market push featuring Kumail Nanjiani and Rob Mac.
This time, the creative centers on chismé, a familiar cultural reference that captures the role of gossip in everyday conversations.
The approach uses humor and everyday storytelling to showcase DIRECTV’s Spanish-language programming and streaming upgrades.
The work aims to connect not just with language, but with shared habits and cultural rhythms.
The company noted why López is the best character for the campaign.
"Over the years, she’s become an authority on pop culture within the Hispanic community and is known for the way she masterfully adapts to different audiences and industry trends.
Adamari has already done some successful media partnerships, and she was chosen by Oprah Winfrey to be the Latina ambassador for Weight Watchers."
She also has a strong social media following, with 9 million followers on Instagram.
What DIRECTV Is Offering
The campaign promotes DIRECTV’s latest lineup of Spanish-language features, including:
- MiEspañol Genre Pack with 60+ channels accross news, sports, and entertainment
- ViX Premium with Ads included in select packages
- Óptimo Más package featuring soccer from 21 leagues and 16 countries
- No contracts or satellite requirement, offering more flexibility
- In-language pricing starting at $29.99 per month, plus tax
It was created in partnership with TelevisaUnivision and runs on TV, radio, social media, and digital platforms.
Comment
by u/DonRex7 from discussion
in cordcutters
The campaign emphasizes the brand’s commitment to Spanish-speaking households and positions DIRECTV as a modern option for streaming and sports.
Hispanic audiences make up almost 19% of the U.S. population and are important to the growth of streaming.
According to Nielsen, Hispanic viewers spend 56% of their total TV time on streaming platforms.
In contrast, the general population spends 46%.
About 78% prefer streaming over traditional TV, and Hispanic households subscribe to more streaming services on average than non-Hispanic households.
These trends make targeted, culturally relevant campaigns like this one especially important for long-term growth.
Creative & Campaign Takeaways for Agencies
For agencies, DIRECTV’s Adamari López campaign shows how cultural insight can deliver more than surface-level relevance:
- Casting someone with real ties to the audience builds credibility that no media buy can replicate
- Humor based on everyday cultural behaviors connects faster than polished brand slogans
- Strategic use of familiar media partners makes the message feel more personal and less promotional
- Creating original creative in-language avoids the pitfalls of translation and feels built for the viewer
- The campaign is a reminder that small, smart cues, like chismé, can carry the emotional weight of the work
The effort shows that cultural familiarity, when used with care, can deliver long-term brand value beyond the campaign window.
Our Take: Can Cultural Insight Drive Retention?
It can when it’s grounded in real context.
DIRECTV didn’t recycle its general market message but built something that reflects how the audience watches, speaks, and connects.
I’ve seen plenty of bilingual campaigns that miss the emotional nuance.
This one feels like it was built with the right audience in mind, and that’s where relevance starts.
See how DIRECTV used the Emmys to spotlight its Universal Search feature in a campaign built around streaming frustration and cultural timing.
From gossip to fútbol, small cues connect big audiences. These agencies craft TV campaigns rooted in cultural behavior.
