Castells Creates Latino Connection for Comcast

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LOS ANGELES Castells & Asociados has launched a campaign for CableLatino, Comcast Cable’s new Hispanic programming packages.

The effort includes six versions of a 60-second television spot, as well as radio ads, direct mail and collateral. The tagline is “La conexion que nos une,” which translates to, “The connection that brings us together.”

Spending was undisclosed. Comcast spent nearly $20 million last year on ads for its cable TV operations, according to TNS Media Intelligence/CMR.

TV spots are meant to show how CableLatino improves the lives of Hispanic consumers, said Alfred Valdez, executive vice president and account director at the Los Angeles agency.





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