Introducing "Fresh Ads," our latest addition designed to spotlight the most outstanding recent creations from our esteemed agency members.

BBQ AGENCY

Consulado Argentino en LA - “Festival de Cine Argentino en LA”

Cliente: Consulado Argentino en LA
Producto: Festival de Cine Argentino en LA
Agencia: BBQ Agency
Directores Creativos: Pablo Buffagni y Pablo Fusco
Redactor: Pablo Buffagni
Casa Productora: Lost Dog
Director: Pablo Fusco
Doblaje y mezcla de sonido: CrystalBox Media

ALMA

Change The Ref - “Statiums”

CONILL

Burger King - “Love or Whopper”

CREDITS

Agency: Conill Advertising

VP Director Of Production: Carlos Barciela

Associate Director of Producer: Diana De La Parra

VP, Director of Business Affairs: Valentina Dostal

President: Anabel Ordonez

VP Group Account Director: Emily Preciado

Management Supervisor: Miriam Torres

Chief Creative Officer: Veronica Elizondo

Executive Creative Director : Sebastian Garin

CD copy: Nicolas Soto

CD art: Alejandro Egozcue

Art Director: Hannah Mullahy

Copywriter: Tomás Alzamora

Junior Graphic Designer: Ella Mason

Associate Resources Director: Nora Puig de la Bellacasa

Chief Strategy Officer: Laura Semple

Strategy Director: Ethan Aliste

SVP/Director of Team, Content, and Platform Mobilization: Sandy Mayer

Senior Project Manager: Sofia de la Cruz

SVP Director of Sports & Entertainment: Carlene Rowe

Management Supervisor, Sports and Entertainment Account Management: Steve Mak

Production Company: The Maestros

Executive Producer the Maestros USA: Martin Feuerstein

Line Producers Mexico: Irlanda Tpia/Gianna Cisneros

Director: Nysu

Director of Photography: Pau Muñoz

CMO the Maestros Mexico : Enrique Nava

Head of Production the Maestros Mexico : Antonio Acosta

Editing Company: Harbor Pictures

Executive Producer: Rebecca Jameson

Sr. Producer: Cash McBride

Editor: Pablo Colella

Assistant Editor: Victoria Villa

Telecine: Harbor Pictures

Sr. Colorist: Billy Hobson

EP: Nadia Dabibi

Finishing : Right Cut Media

Producer: Andi Quiroga

Executive Producer: Consuelo Becerra

VFX Supervisor & Post Production Director: Pipo Bonamino

Art Director-Design-Anim: Fede Dams

Food/VFX/Comp: Ric Moral

CGI/Compositor/vfx: R. Reyes

lustration/Traditional Animation: Rodo Melian

Music Co. : Agosto Music & soundcraft

CCO & music Director: Claudia Incio

Music Track: Original track

Sound Design: Barking Owl

Engineer: Diego Arancibia

Executive Producer: Lauren Boyle

Sound Mixer: Diego Arancibia

Associate Mixers: Andrew Wodzanowski + Catherine Sangiovanni

MEL

Centenario Tequila - "Todo o Nada" 

Centenario Tequila Declares "Todo o Nada" in New Campaign
A Celebration of Mexican Greatness

New Campaign Channels the All-or-Nothing Mindset of Mexican Pride,
Assembled with a Best-in-Class Mexican Creative Team Including Director La Sister and Composer Carlos Mier

Centenario Tequila™, México's #1 Tequila1 and the Official Tequila of the Mexican National Team, today announced "Todo o Nada," a new brand campaign rooted in the spirit of Mexican greatness. At its core, "Todo o Nada" (All or Nothing) is more than a tagline. It is a mindset, a way of moving through the world that is always fully in, never halfway, in the most Mexican sense: full of heart, pride, and commitment. It is the same spirit carried across generations, from those who built a life in México to those who built one here, never letting go of where they came from. For a family-owned brand built on nearly 170 years of uncompromising Mexican craftsmanship, "Todo o Nada" is a homecoming.

"Mexican pride has always been Centenario Tequila's north star. It's a spirit woven into the fabric of nuestra cultura and reflected in moments of celebration, ambition, resilience, and community across generations," said Lander Otegui, EVP of Marketing and Innovation at Proximo Spirits. "This brand has been rooted in those same values for nearly 170 years. 'Todo o Nada' is a continuation of who we have always been, an ongoing commitment to the culture, the craft, and the people who have made this brand what it is."

A Campaign Built on Real Mexican Life, by Mexicans
The campaign will run across linear TV, digital video, and paid and organic social channels, brought to life through a series of intimate vignettes and cinematic snapshots that illuminate what it means to live con todo, in all its forms. Whether it is someone summoning the courage to face their deepest fear, a community coming together in prayer for a national team victory, or a craftsperson pouring their soul into their work. Centenario Tequila is present in each of those moments, not as a prop, but as a connector woven into the fabric of the culture it comes from.

As a brand woven into the fabric of cultura, Centenario Tequila assembled a best-in-class Mexican creative team to bring "Todo o Nada" to life, each embodying the all-in ethos at the heart of the campaign. Behind the camera is La Sister, an award-winning Mexican film director and writer born in Baja California, whose storytelling brings the texture of Mexican daily life with authenticity. The score is composed by Carlos Mier, Latin Grammy-nominated and a Berklee College of Music graduate born and raised in Mexico City, whose music is rooted in tradition while feeling entirely of the moment. The creative vision is developed by MEL, a culture-first agency led by CCO and Founder Luis Miguel Messianu, a multiple Cannes Lions award-winner, juror, and keynote speaker, born and raised in Mexico.

"Some campaigns are milestones. A few are turning points. For me, this campaign is both, as a love letter to Mexican greatness. Our aim with this work was to shine a light on the many ways culture is so deeply ingrained that it ignites shared pride among all who carry tradition and love of country in their hearts," said Messianu. "We believe we've done right by them."

Building on a Landmark Year
"Todo o Nada" builds on the momentum of this summer's iconic fútbol season and extends the brand's presence far beyond the pitch. It arrives on the heels of one of the most impactful years in Centenario Tequila's recent history. The launch follows the "Memos for Mexico" campaign, which brought together legendary Mexican goalkeeper Memo Ochoa and fans across the country for a fan-fueled "Cielito Lindo" remix, galvanizing the brand's connection with the Mexican community in the U.S. Also, the release of the Tri-Nation Fútbol Reposado, a limited-edition blend aged in Mexican, American, and Canadian oak, a unique expression in the tequila category and a testament to the passion of fans who never stop believing.

"Todo o Nada" builds on that foundation, pushing the brand further into culture and cementing Centenario Tequila's position not just as México's #1 tequila, but as the brand that most authentically reflects what Mexican greatness means to the 68 million Hispanic adults in the U.S. today.

DIESTE

GENESIS - “El lujo está en ti”

GENESIS LAUNCHES FIRST-EVER HISPANIC CAMPAIGN: “EL LUJO ESTÁ EN TI” 

• At its core, the campaign challenges “legacy thinking,” the belief that the past defines the future, and instead celebrates the barrier-breaking spirit of those forging their own path, on their own terms

• Reflective of the community that surrounds it, Genesis reframed the SUV’s design for drivers seeking a fun-to-drive everyday vehicle that still delivers the space, versatility and confidence of a larger vehicle

Genesis, in partnership with multicultural agency Dieste, today unveiled “El Lujo Está en Ti” (“Your Purpose is the Ultimate Luxury”), the brand’s first-ever culturally-centered campaign developed specifically for Hispanic consumers.

The campaign marks a major milestone for Genesis, introducing a dedicated creative platform designed specifically for the Hispanic market and grounded in deep cultural insight. Genesis customers are not defined by outward status, but by the quiet confidence that comes from earned success, while remaining deeply rooted in one’s values, family and cultural identity.

“At Genesis, we are committed to investing in communities that reflect our customers and their needs, especially within the rapidly growing Hispanic population in the United States” said Amy Marentic, chief marketing officer of Genesis Motor America. “There is no better way to bring this to life than with our top-selling model, GV70, which is thoughtfully designed with an intuitive layout for seamless integration into the everyday lives of our consumers.”

At the center of the creative is the Genesis GV70, which embodies the brand’s Athletic Elegance design philosophy, combining bold exterior proportions with a refined interior. GV70 is designed for drivers seeking a fun-to-drive everyday vehicle that delivers the space, versatility and confidence of an SUV.

“Our goal for ‘El Lujo Está en Ti’ was to create a film that leads with emotion and real cultural fluency,” said Abe Garcia, chief creative officer, Dieste. “Genesis isn’t just changing what premium looks like, it’s changing how it feels. This work is meant to inspire, tapping into a kind of effortless confidence where design and performance speak for themselves in a way that feels real and like something people can actually see themselves in.”

The integrated campaign includes 30- and 15-second spots in both English and Spanish, airing during tentpole moments including the NBA Playoffs and Finals, FIFA World Cup coverage and MLS matches. The campaign will run across key regional markets including Phoenix, Los Angeles, Miami, San Diego and New York, with a dedicated Miami-specific spot inspired by Cuban and Caribbean cultural influences.

Additional activations span social, audio and CRM, with targeted content across Meta and Instagram Stories designed to engage Hispanic audiences through culturally resonant storytelling and product-focused lifestyle moments. Radio and display executions will launch later in the campaign window.

52. A DREAM COMPANY

Baptist Health - “The Comeback”

CREDITS:

Brand: Baptist Health

Title: “The Comeback”

Agency: 52. A Dream Company / Miami

Founder & CCO: Tony Waissmann

Creative: Ivan Henao

Production company: El Backyard Studio

Executive Producer: Eduardo Vieira

Editing and Post-Production: José Angel Ramirez

Directora: Agustina Tafet

DP: Chris Cabrera

Music & Sound Design: Twins Music

Client Team: Georgina Gonzalez Robiou / Elizabeth Novik Wenger / Orlando Hidalgo / Danielle C Diaz.

ZUBI

Lincoln - “Wishlist Storytime”