MEL’s Messianu said Canales was exactly who his agency had in mind as the face of the campaign as it started the planning process, noting that his surname translates to “channels” in English. As MEL attempted to channel the NFL’s get-out-the-vote message across multiple channels, Messianu said that commitment from Caneles, Solis, and NFL representatives, including cultural marketing strategist Javier Farfan and CMO Tim Ellis, allowed MEL to help the league further normalize its interaction with Hispanic fans.
“We don’t live in a vacuum, and what I love about this continued, ongoing effort from the NFL is that this is not opportunistic,” Messianu said. “A lot of brands come in during Hispanic Heritage Month. They say hello, and they leave, and that is part of the problem. It’s an opportunity to have a continuous dialogue, not just a one-off.”
A shared language
Admittedly, the NFL has also used the Hispanic Heritage Month window to drop in and say hello to Hispanic and Latinx fans. The league launched its “Por La Cultura” initiative in 2021 to focus on partnerships with Hispanic and Latinx nonprofits, tell the stories of its Hispanic and Latinx players and staff, and draw attention to its El Snap social media channels, its Mundo NFL Spanish-language coverage and fantasy football.
When it drew criticism for its use of a tilde in Por la Cultura promotional materials in 2022, the NFL and Solis’ team took it as a challenge to “double down” and “elevate our efforts”—focusing more intently on local markets, athletes, musicians and cultural ties in 2023.
“There’s a saying that sometimes you have to see it to be it, and for the Latino community, I think seeing role models is so critical,” Solis said. “We’ve always said we’re just getting started. There’s a lot of players, coaches, and people within the league that are part of the community that we want to showcase.”
For half a decade, the league and its creative partners have focused on “helmets-off” marketing that worked to humanize players through their interests in entertainment, fashion, music, gaming, social issues, and philanthropic endeavors. There’s been a strong Hispanic and Latinx presence within that push.
