The Context

Eugenio Derbez was coming off the massive success of Instructions Not Included and making his first English-language starring vehicle. How to Be a Latin Lover was a riches-to-rags comedy about Máximo, an aging gigolo who gets dumped by his wealthy lover and suddenly has to fend for himself.

The Challenge

How do you introduce Derbez and Máximo to an English-speaking audience and make people care about a movie character before they've even seen the film? And how do you do it on a shoestring budget?

The Insight

Everyone has that one friend who thinks they're an expert on love, even when their own love life is a spectacular mess.

The Strategy

Make Máximo the internet's resident love expert.

Rather than simply promote the movie, we made Máximo a social character who could jump into the cultural conversations where his particular brand of relationship advice would be most entertaining.

The Execution

We captured custom content with Eugenio as Máximo, giving us a library of character-driven content we could deploy in real time across social.

The Bachelor Live Tweet: Máximo live tweeted the finale with his own questionable rules for love.

Parody Movie Posters: Máximo reimagined the key art of popular movie releases with a Latin twist, from Graywatch to La La Latin Lover.

April Fools: Eugenio “hacked” co-star Salma Hayek’s Instagram during their L.A. press junket, using custom photography to photobomb her selfies.

Love Advice: We turned his “expertise” into an interactive Facebook ad that instructs audiences how to be a Latin lover.

Check out the dedicated Instagram account here.