The Commentators

Marking a milestone for Ram’s new brand era, Migrante has launched a campaign for the Stellantis brand, ‘The Commentators,’ which draws on cultural insights and humor to authentically connect with Hispanic consumers in the US.
This campaign harnesses the unparalleled energy of Hispanic sports commentators. With one especially passionate commentator mixing up ‘fútbol’ and ‘football’, the spot highlights the intensity and emotion they bring to every game. Hispanic sports fans are 37% more likely to remain loyal to a brand that sponsors a sport they follow (Nielsen, 2024). Ram’s alignment with their passion for both fútbol and football deepens brand affinity and reinforces long-term connection.
That unstoppable passion becomes the perfect metaphor for Ram—because nothing stops the commentators’ passion, and nothing stops Ram.
The campaign's work centered on developing a dedicated script to bring ‘The Commentators’ concept to life, fully embodying the spirit of the Hispanic football fan. The execution successfully captured and transmitted the commentator's unique energy, pride, and unshakable loyalty—to the game, to the players, and to the moment itself.
Featuring Latino actors, Arturo del Puerto and Ricky Catter, along with original music to enhance authenticity and amplify the spots, the work conveys both a sporting and Latino spirit that aligns perfectly with the Ram brand.
With over 68 million Hispanic Americans now representing roughly 20% of the U.S. population (U.S. Census Bureau, 2024), this campaign reflects Ram’s growing commitment to a demographic driving the nation’s cultural and consumer future.