For years, H-E-B was know to 'trans-create' their commercials to Spanish—meaning an English-language campaign was used as the basis for a Spanish-language commercial. This was the first year the Hispanic department was given full control over creative for the Back-to-School campaign. Our target, marketing, and strategic direction was completely different. We want to use relevant, latino-based songs our mamá grew up listening to and re-record them with a modern twist.

Martha Martinez - Copywriter, Songwriter
Eddie Rodriguez, Vero Garcia Mooney - Account Service
Maureen O'Donoghue - Creative Director
Cory Basso - Group VP Marketing & Advertising
Ramsés Albiñana - Director
Sergio Sergio Nicolau, Milargro Films - Production
Brenda J. Ambrize - Casting Director
Claudio Leiva, SoundBox Studios - Music
Roberto Molina, 13th Floor Studios - Editor
Yvannia Yaya Garcia - Voice Over
Parke Gregg, Stuck On On - Color Correction