DirecTV has unveiled a new Spanish-language ad campaign called “COMO NUNCA LO IMAGINASTE” (“Like You’ve Never Seen It”), fronted by actress and television host Adamari López, the company announced Monday.
It marks the second year López will serve as DirecTV’s Hispanic brand ambassador, following the company’s recent general market push with Kumail Nanjiani and Rob Mac. The latest campaign leans into the cultural influence of gossip, or chismé, to highlight DirecTV’s expanded programming and streaming features.
The campaign promotes several offerings, including the new MiEspañol genre pack with more than 60 Spanish-language channels across news, sports and entertainment. It also includes ViX Premium with Ads, the legacy Óptimo Más package featuring soccer from 21 leagues and 16 countries, as well as flexible streaming options with no contract or satellite requirement. DirecTV said in-language packages start at $30 per month.
López, a Puerto Rican actress and host, is one of the most recognizable figures in Spanish-language television. She first appeared in the telenovela “Cristina Bazán” as a child actor and went on to star in “Sin Ti,” “Camila,” “Amigas y Rivales,” “Gata Salvaje” and “Mujer de Madera.” She later became a talk show host and appeared on Univision’s reality program “Mira Quién Baila.” López has a social media following of 9 million on Instagram, where she promotes health and wellness.
DirecTV’s new campaign was developed in partnership with Televisa-Univision and will run across television, radio, social media and other digital platforms. The new campaign rolls out just weeks before competing platform YouTube TV coud lose channels owned by Televisa-Univision when its distribution agreement expires, an issue that Televisa-Univision has grown vocal about over the past few days.
Watch the new ad spots below via YouTube:
