Seema Khaneja MD
Updated on: October 16, 2024 5:14 pm GMT
Marcello Hernández, a new star on the popular TV show Saturday Night Live (SNL), is making headlines not just for his comedy but also for his role in an exciting campaign celebrating Latino culture. This campaign, called #ComoLoDigas, highlights how U.S. Latinos use language to create community.
Marcello Hernández: A Rising Star
Hernández’s journey begins in Miami, Florida, where he was born to Cuban and Dominican parents. His mother fled Cuba when she was just twelve years old, moving through Spain and the Dominican Republic before they settled in the United States. This rich heritage deeply influences Hernández’s stand-up comedy. He often shares stories from his upbringing, expressing gratitude for the sacrifices his mother made for their family.
In his words, “A lot of the jokes I say and the stuff that I write has to do with our relationship growing up. She went through a lot to get to the U.S. and to make a name and a world for herself, so I respect her very much and I trust her judgment.” This connection to his roots makes Hernández relatable to many of his fans.
Buchanan’s #ComoLoDigas Campaign
Buchanan’s Scotch Whisky has partnered with Hernández to launch the #ComoLoDigas campaign. This initiative celebrates the diverse ways in which 200%ers—individuals who are both 100% American and 100% Hispanic—pronounce the word “Buchanan’s.” The campaign promotes unity in diversity, showing that pronunciation reflects cultural backgrounds.
- The campaign showcases various pronunciations, from Boo-cha-nas to Bucána’.
- It features a partnership with Puerto Rican chef Manolo López and a group of talented visual artists.
- This initiative is launched during Hispanic Heritage Month, emphasizing the importance of honoring Latino culture.
Linda Lagos-Morales, the Marketing Director for Buchanan’s, stated, “What we really wanted to do with this campaign is to further expand on last year’s ‘We Are the Spirit of the 200%’ campaign to focus on celebrating the pride that our consumers have in their communities.” This campaign underlines that Buchanan’s has become a shared experience among Hispanic Americans at gatherings and celebrations.
A Celebration of Community
The #ComoLoDigas campaign aims to highlight the uniqueness of Hispanic Americans while promoting unity. It recognizes that the Latino experience is not the same for everyone. There are many dialects and regional expressions that contribute to the broader Latino culture. Buchanan’s want to ensure that every voice is heard and celebrated.
Buchanan’s works to create an inclusive atmosphere. They respect and cherish the nuances in pronunciation, as they reflect individual identities and regional backgrounds. This year, as part of the campaign, they organized a special event in New York City. Hernández made a surprise appearance at the launch of Café Colmado, a coffee shop opened by chef Manolo López.
The Impact of the Campaign
This initiative not only focuses on promoting a product but also seeks to foster a sense of belonging among Hispanic Americans. By showcasing how the community comes together through shared experiences, the campaign encourages dialogue about cultural connections and identity. It’s an opportunity for many to reflect on their own heritage and how it shapes their lives.
As part of the campaign, various pop-up events will take place in cities across the United States. These events aim to bring people together to celebrate their Latino culture through art, food, and conversation. The goal is to create a welcoming environment where attendees can express their identities freely.
A Future of Inclusion and Pride
As Marcello Hernández continues to gain attention for his work on SNL, he also stands as a figure for change in the Latino community. The #ComoLoDigas campaign exemplifies how important language is in building connections and expressing pride in one’s heritage. It illustrates that while we may have different backgrounds and ways of speaking, what truly matters is the shared community we foster through understanding and respect.
Marcello Hernández uses humor and kindness to share the many sounds of Latino life. The #ComoLoDigas campaign is not just about advertising; it’s a fun way to celebrate who we are and the connections we share. It reminds us that our differences help make our community stronger.
