“Sigue Haciéndola!” – DishLATINO Unveils Campaign to Celebrate the Heritage and Determination of U.S. Hispanics

Guía de Regalos

  • Collaborates with Eugenio Derbez to recognize the hard work and
    contributions of Latinos
  • Releases original song “Somos Latinos” sung by Latin Grammy-nominated
    duo Periko & Jessi Leon
  • Invites Latinos to share their “Sigue Haciéndola” story via customized
    photo platform and digital American flag mosaic


ENGLEWOOD, Colo.–(BUSINESS WIRE)–Today DishLATINO launched Sigue Haciéndola (which translates
“keep pressing on”), a comprehensive campaign recognizing and
celebrating U.S. Hispanics, from their cultural heritage to the values,
dreams, and even challenges that inspire them to keep moving forward.

“Sigue Haciéndola is more than a campaign – it’s about recognizing and
inspiring Latinos who are working hard to build a better life in the
U.S. while also continuing to value their heritage,” said Alfredo
Rodriguez, vice president of DishLATINO. “Twenty years ago, our journey
began when we were the first to offer affordable programming connecting
Latinos to their culture. Today, we’re proud to be the leaders in the
segment because of the trust we’ve continued to build with our
customers.”

Following are the elements of Sigue Haciéndola:

Campaign Creative Starring Eugenio Derbez

The campaign features new TV commercials starring actor, producer and
director Eugenio Derbez. One of the spots, known as Reconocimiento
(“Recognition”), shows fans recognizing Derbez because of his fame, then
turns the focus to the hard-working Latinos who are dedicated to
providing for their families and communities. The spot can be viewed here
(and here
with English subtitles).

“I’m very proud to be part of Sigue Haciéndola, through which DishLATINO
invites us to share and celebrate the stories of Latinos who have come
to the United States to accomplish their dreams…and I am one of them. I
also have my story: I’m from Mexico and I moved to the U.S. in search of
better opportunities. Today, I’m achieving my dream and ‘making it’ in
Hollywood,” said Eugenio Derbez.

Derbez continued, “I love the Reconocimiento ad in which I share
that although people recognize me because I am on TV, the real people we
should recognize are the unsung heroes…those who have two or even three
jobs to provide for their families and send their children to school.
They are the ones who deserve our respect and recognition.”

Campaign Anthem Somos Latinos by
Latin-Grammy Nominated Periko & Jessi Leon

To help capture and express the sentiment driving Sigue Haciéndola,
Latin Grammy “Best New Artist” nominees Periko & Jessi Leon wrote and
recorded an uplifting, original anthem, “Somos Latinos.” The Latin Pop
duo uses their signature sound to celebrate their own story and the
stories of others who, like them, are pursuing a dream. To help bring
the song to life, Periko & Jessi Leon star in a vibrant new music video
that can be viewed here
(and here
with English subtitles). The song can also be heard in the TV spots
featuring Eugenio Derbez, as well as in other elements of the campaign.

Photo Storytelling and Digital American Flag
Mosaic Inviting Latinos to Share Their Story

DishLATINO will be inviting U.S. Hispanics to share their story by
customizing an image (such as a social media profile picture) to show
where they’re from and where they’re making it. Users can then upload
the image directly to social media and add a message about their unique
story. Eugenio Derbez, who will be among the first to create and share a
customized image, shares more about how to create an image in this
video
(Spanish only).

DishLATINO is using the images to create an impactful digital mosaic
showing a map of the U.S. comprised of the individual, customized
photos. The map will be searchable, so participants can find their photo
and search for the photos of others, like Derbez, who have joined the
mosaic.

The Sigue Haciéndola experience, including the photo storytelling
platform and digital American flag mosaic, begins at www.siguehaciendola.com.The
mosaic will continue to populate as more users create and upload their
image and story. Additional ads featuring Eugenio Derbez will be
released in the coming months.

About DishLATINO

DishLATINO is the market-leading suite of English and Spanish language
programming packages in the United States. It offers its customers more
than 40 Spanish-language news, entertainment, and sports channels in
combination with DISH’s broad English-language programming lineup of
more than 200 channels. DishLATINO customers can receive the Hopper, the
industry’s most awarded DVR, and take advantage of in-language customer
service as well as payment solutions including a no-term contract,
prepaid pay-TV option.

About DISH

DISH Network Corp. (NASDAQ:DISH), through its subsidiaries, provides
approximately 13.643 million pay-TV subscribers, as of September 30,
2016, with the highest-quality programming and technology with the most
choices at the best value. DISH offers a high definition line-up with
more than 200 national HD channels, the most international channels and
award-winning HD and DVR technology. DISH Network Corporation is a
Fortune 200 company. Visit www.dish.com.

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Contacts

DISH
Karen Modlin, 303-723-1850
karen.modlin@dish.com