Today, a 2o year old Argentine- Juan Martin del Potro- defeated tennis god Roger Federer in a four hour, five set, US Open tennis classic. Just one day earlier, this young Hispanic also defeated Rafael Nadal, making his tournament run even more remarkable.
Addressing the fans in Spanish, he thanked his team, parents and coaches. He also thanked his grandparents.
Grandparents!
For many years, Hispanic creatives have had a conflicted relationship with our parents' parents. They represent much of what we mean about the importance of family among Hispanics. They are the seed of our traditions. Their stories of struggle and redemption shape much of our world view.
Many clients love to see babies and grandparents in their commercials. It is the easiest emotional connection to family, which is why try so hard not to use them that much in our creative executions.
But there was del Potro... the pony saluting the thoroughbred.. albeit it was not Roger he was saluting, it was the two generations before him that gave him the drive to succeed today. So here's to our grandparents... as long as we don't see them in our commercials just for the sake of proving how much we love our family.
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