Star Quits With A Tweet
Latinos feel personally invested in the ups and downs of any Latino professional athlete.
When an athlete succeeds, it feels like an accomplishment for the entire community.
We wanted to play on that love for professional athletes by leaning into the ‘fake news’ phenomenon as part of the ‘Quit Cable’ campaign for DIRECTV. With José Altuve injured, rumors and speculation were abundant, creating the perfect scenario for a teaser: José Altuve tweeted that he was frustrated, that he couldn’t take it anymore, and that he was quitting. All we had to do was sit down, wait for the uproar and then reveal the truth: that he was not quitting baseball, he was quitting cable and switching to DIRECTV.
More than 27 thousand social media shares, over 19 million media coverage views, and more than 5 million Twitter impressions, plus awarded at the 2019 Clio Awards, New York Festivals 2020 AME Awards and 2019 ANA Multicultural Excellence Awards