In this film, we capture an authentic moment with the Jiménez family highlighting not only the role of Mom but also the celebration of family and their relationships. The role of the mother in almost any household is that of a caretaker and provider for her family. For Hispanic-Americans, keeping cultural traditions alive is also very important to them. With Neydi (Grandmother) as the center of the Jiménez family we not only grasp the essence of her culture but also the pride that she has with raising such a closely united family. To show their appreciation for the women in their lives, the men prepare a traditional brunch for Mother’s Day, while Neydi and her daughters-in-law sit around the backyard table talking and laughing about motherhood and sharing stories.

In order to find the perfect family to relate to the modern US Hispanics, we set out on a nation-wide search, focusing our efforts to the areas with the largest Hispanic population. We needed to find an authentic multi-generational, multi-cultural, bilingual, close-knit family that would represent the blend of cultures across eight brands, no easy task.

The casting encompassed a variety of strategic approaches in finding the proper family such as reaching out to soccer academies, school and community programs within the Hispanic community and relevant festivals and recreational events. We received submissions from over 200 families. From there we had extensive rounds of narrowing down the submissions to the final three that would be the right representation for J&J.

Once we had the final three families, we left it to the hands of the consumers to tell us who they related to the most. We leveraged the reach and consumer influence of the #1 Spanish language network, Univision, to help us do just that. We highlighted the 3 final families in fun interactive segments driving the audience to a digital microsite for them to vote on the family that they felt best represented the Hispanic family of today.