Lopez Negrete didn’t just make the list – we owned it.
With five spots on Ad Age’s “13 creative campaigns to know about for Hispanic Heritage Month,” we are proud to see our continued commitment to cultural authenticity and storytelling receive accolades from our peers and the industry, who recognized our work for The Alzheimer’s Association, Dos Equis, H-E-B, Hyundai, and McDonald’s. It’s a powerful reminder that connection is at the heart of everything we do.
Hispanic Heritage Month isn’t just a celebration of culture—it’s also a time to recognize how Latino identity is shaping modern marketing. Across industries, brands are no longer treating Hispanic audiences as a monolith or an afterthought. Instead, they are crafting stories that speak to real experiences: multigenerational families, bicultural pride, ambition rooted in heritage and the power of community.
To explore what’s resonating, we asked Hispanic marketing and creative leaders to share their favorite recent advertising aimed at Latinos. Their selections—new campaigns as well as a few that are a year or two old—span emotional storytelling, social impact, humor and bold creativity, proof that the spectrum of Hispanic identity can’t be confined to a single narrative. Read why they selected the pieces they did, in their own words, below.
Whether it’s the quiet dignity of an Alzheimer’s awareness spot, the joy of a Bad Bunny halftime show or the empowerment found in a car club for Latina women, each campaign captures a unique facet of what it means to be seen and celebrated.
Also read: How marketers can re-engage Hispanic consumers amid spending pullback
The 13 campaigns highlighted here show how Latino creativity continues to redefine mainstream culture. They challenge brands to move past token gestures and toward true representation, where cultural nuance meets universal emotion.
Agency: Lopez Negrete
“‘Some Things Come with Age’ navigated an emotionally charged topic and overcame the cultural tendency in Hispanic families to ‘wave off’ early signs of Alzheimer’s as normal aging, which often leads to late or no diagnosis. The campaign addressed this sensitive issue by celebrating the positive aspects of aging while gently educating on cognitive changes that are not normal. The campaign was rooted in research showing that in Latino households, seniors often live in close proximity to their children, and younger generations frequently act as caregivers. Multigenerational interactions were featured prominently in the work. The overall tone of the campaign was culturally relevant and authentic: respectful, informative, empowering and optimistic, balancing empathy with urgency, which resonates well with Latinos.”
—Lisa Skriloff
President
Multicultural Marketing Resources, Inc.
Agency: Lopez Negrete
(Dos Equis)
“‘Ni Perdón, Ni Permiso’ resonated deeply because of its intimate, targeted feel and its collaboration with one of the hottest groups of the moment: Fuerza Regida. The band has played a key role in bringing a once-niche genre of music into the mainstream, creating something that now appeals to a much wider audience. The collaboration with Fuerza Regida wasn’t just a marketing move—it reflected a real connection to the values, music and identity of young Latinos today in Houston. It celebrated confidence, pride and a bold attitude without watering anything down. Seeing a major brand recognize and uplift a movement that I relate to made the message feel personal and empowering, especially at a time where Latinos and our culture are being targeted.”
—Laura Gomez
Journalist
PTS Media
Agency: Lopez Negrete
“The Hispanic experience is uniquely rich and complicated, and brand love/affinity is nurtured on the foundation of alignment in values, purpose and pragmatism. In the most competitive grocery environment in the country, H-E-B is the most aligned to the Latino mindset, identity and reality; they just don’t really know it yet.“
—Angela Beltran
Group Account Director
Lopez Negrete
Agency: Lopez Negrete
“This campaign truly stands out because it captures the essence of the Hispanic spirit—the drive to do more, achieve more and be more. It reflects what makes our community so powerful: hard work, ambition and the determination to build a better future while staying true to our values. It’s one of the best campaigns we’ve seen, because it doesn’t just talk about success—it shows the hard work behind it paying off.”
—Camilo Alfaro
Founder and CEO
Autoproyecto
“It represents us masterfully. Gorgeous images, great storyline, perfect authentic on-screen talent and real upward mobility of our community. It encompasses everything I want to see in an ad. I will buy a Hyundai next!”
—Ana Valdez
CEO
Latino Donor Collaborative
“Authentically Latino, pure facts. Real faces, real stories, real talent in front and behind the camera. Latinos are mostly invisible in English ads, and when they are represented, they are stereotyped. This ad changes that!”
—Jeff Valdez
Principal
New Cadence Productions
“A campaign that portrays Latino aspiration with authenticity, dignity and contemporary relevance, ‘Elevating What’s Next’ moves beyond the reductive clichés that often dominate multicultural advertising. Instead of framing Latinos through struggle or nostalgia, the story positions the community within a context of arrival—a confident, upwardly mobile family defining success on its own terms. The tone is aspirational yet grounded, evoking pride rather than pity, elegance rather than excess.”
—Tony Hernandez
Founder
Immigrant Archive Project
Agency: Lopez Negrete
(McDonald’s)
“For the Albuquerque-El Paso McDonald’s Co-op, we created a virtual experience with Snapchat, where users could immerse themselves in the artistry of this street art by blending into custom murals inspired by the rich cultural tapestries of these two densely Hispanic-populated cities.”
—Cecilia Alanis
Digital Associate Creative Director
Lopez Negrete
Source: Ad Age
