According to data collected by prestigious media and consulting firms around the world, Donald Trump’s negative image among Latinos grew at pace with his campaign to over 80% Based on these data, we launched a TV commercial that uses Donald Trump’s speech intervened with images of our national football team challenging his sayings in order to exalt argentine fans pride, generate engagement by appealing to national feeling and to offer them something that no other sports channel can: watch Argentina’s national matches in the only Argentinean sports channel that broadcasts this event.

This is Trump’s negative image evolution among Latinos from August 2015 to April 2016. AUGUST 2015: 65% (GALLUP) 64% (WASHINGTON POST – UNIVISIÓN) SEPTEMBER DE 2015: 67% (NBC - THE WALL STREET JOURNAL) FEBRUARY 2016: 77% (GALLUP) APRIL 2016: 87% (LATINODESICIONS.COM)

Based on this data, we developed a TV commercial with a message that speaks to Argentine people, from the only Argentine sports channel. The TVC uses Donald Trump’s xenophobic speech of as a counterweight, and turn those negative numbers that his image generates in our target into positive numbers for the channel’s image. The target that we address was the entire Argentine population interested in the event.

Based on to data collected by prestigious media and consulting firms all around the world, we developed a strategy appealing to Argentineans’ fans to promote Copa America’s transmission in TyC Sports. From this point we’ve created a TV Commercial that uses Donald Trump’s speech where he suggests they should builda wall for preventing people from all over South America to enter and harm their country, and contrasting Argentine national’s football team fans and player’s images that shown an idea of what Americans can expect from us during the whole even taking place.

Repercussion was immediate, the ad went viral in an organic way and was replicated by media all around the world among which it stand out: https://www.washingtonpost.com/news/the-fix/wp/2016/05/03/argentina-uses-trumps-immigration-comments-to-make-a-great-soccer-commercial/http://fortune.com/2016/05/04/argentina-socce-trump-immigrants/?iid=sr-link1http://www.theguardian.com/football/2016/may/03/argentina-donald-trump-copa-americahttp://www.clarin.com/deportes/futbol/Trump-frenar-Argentina-Copa-America_0_1571242938.html Much more and continue... The campaign launched April 25. We are waiting results after Cannes Festivals.