Major League Baseball (MLB) and Remezcla unveiled “El Béisbol Es Otra Cosa,” a new campaign directed by commercial duo The Lobos (Andrew Garcia and Carmelo Varela) and produced by Easy Mondays. The spot highlights the vibrant Latino history, culture and influence in baseball, seamlessly blending archival footage with the voices of Marcelo Hernandez and Myke Towers.
The El Béisbol Es Otra Cosa campaign features notable Latin American MLB stars such as Francisco Lindor, Ellie de la Cruz, Randy Arozarena and Yordan Alvarez, as well as Cuban-Dominican stand-up comedian Marcelo Hernandez and Puerto Rican Grammy-nominated rapper and singer Myke Towers.
Reflecting on the campaign, Lobos said, “Our desire to incorporate elements of Latin culture was born out of a deep respect and recognition for the rich traditions and vibrant energy that characterize the Latino community. Partnering with Remezcla, an organization renowned for its authentic representation of Latino culture, was crucial to this process.” The managers, who are of Cuban and Puerto Rican descent, emphasized the importance of storytelling to connect Latin American audiences with the baseball community at large.
This collaboration with Major League Baseball, the Remezcla creative team of Daniel Gonzalez and Morris Davila, and the artistic vision of the Lobos captures the essence of Latino culture in baseball and invites fans to celebrate the diversity and passion that defines the sport and Latino culture.
“The entire team worked hard to ensure that all cultural elements were represented in an authentic and meaningful way. Whether it was featuring actual Latino food truck owners from Canaima Food Truck and Melma Food Truck, or incorporating symbols like the Veladora candles found in Mexican homes that support the Los Angeles Dodgers, we aimed to highlight everyday moments that resonate deeply within the culture.”
Executive Producer Saskia D’Artena played a key role in developing the campaign, with faithful execution down to the last detail: “The best commercials challenge you on all fronts. When a great, important message is at the helm, you assemble a team that puts even more heart into it,” Saskia said.
In this enchanting spot, Marcelo Hernández begins by saying, “Baseball is a sport, but to be honest, for us it’s something else,” as archival images of various baseball players unfold. Myke Towers continues, “Baseball is corrido, dembow, blaring reggaeton,” accompanied by vivid animation and soundscapes. Their conversation ends with a captivating crescendo that captures the unique sounds and rhythms, the sportswriters’ Spanish, and leaves you in awe of the deep influence and beauty of Latin culture intertwined with the spirit of baseball.
“The first step was to dig into hours of archival footage. Our choices were essential to give audiences a thorough understanding of the historical impact Latinos have had on sports. These historical images served as a foundation,” said Lobos. “In the scenes in the script that explore Latino traditions and cultural elements, we sought to evoke a sense of nostalgia and pride. To achieve this, we used 16mm, whose grainy texture and warm tones added a timeless quality and strengthened the emotional connection.”
The “El Béisbol Es Otra Cosa” campaign will evolve throughout the baseball season with updated content featuring new highlights and major events, such as the All-Star Game and Players Weekend. The campaign will be featured across all MLB platforms, including MLB Network, MLB.com and MLB.TV, as well as with MLB’s broadcast partners and various paid digital media sites.
“Baseball is a sport that transcends language, borders and economic status. Passion for the game is a unifying factor. Latino or not, it’s all a shared experience,” Lobos said. “We wanted to highlight certain themes: passion, family, community and iconic moments. By weaving these elements together, the campaign not only honors the cultural heritage of Latin American audiences, but also celebrates the universal love of baseball.”
