Created by agency Crispin Porter + Bogusky, the ad features copy inspired by Elisabet Velasquez’s poem Can I Be a Puerto Rican?

Its cast of Hispanic American creatives includes Daniel Buezo and Debbie Gonzales, founders of apparel brand Kids of Immigrants; New York-based cultural archivists Djali Brown-Cepeda and Ricardo Castañeda; Dallas-based DJ and music curator DJ Vrywvy; and comedian and Saturday Night Live cast member Marcello Hernandez. 

“As a proud Cuban-Dominican raised in Miami, it’s important to me to use my platform to highlight the 200% experience,” Hernandez told Adweek.

The brand will also host local events and giveback initiatives throughout the holiday season. The Family Cena, Vibra Buena 200% Dinner Series will be co-curated by a local chef and feature the campaign’s cast. Meanwhile, the 200% Family Meal Giveback Program is part of the brand’s 200% Futuro Fund and will provide meals to service industry professionals. 

“This campaign is meant to honor the 200%ers across the U.S., who are always finding unique and authentic ways to make Buchanan’s Whisky a part of their celebrations,” Josh Dean, vp of Buchanan’s Whisky North America, said in a statement. “That’s why we collaborated with our familia of 200% trailblazers to really showcase how diverse Hispanic Americans are and shining a light on these new traditions being created across communities.”  

Authentic connections year round

According to a Pew Research report shared by Chispa, more than 27 million Latines identify with more than one race in 2022—up from 3 million in 2010. 

The Hispanic population has become one of the fastest growing in the country. The U.S. population grew by 24.5 million from 2010 to 2022, with Hispanics accounting for 53% of this increase.

To put it simply: The 200%ers are here, and they want to be courted. 

Estacolchic told Adweek that Chispa’s commitment to celebrating bicultural U.S. Latines and helping them make meaningful connections through their cultural experiences informs every aspect of the app.  

“As a community, we’re constantly going between both our Hispanic culture and then wanting to really be embraced as Americans, especially now where there’s a massive cultural crossroads happening,” she continued. “With the ‘Fluent in Amor’ campaign, it was important for us to find connectivity—the balance between uniqueness, but also what connects us all.”