September hits different for nuestra comunidad. On September 15th, Costa Rica, El Salvador, Guatemala, Honduras, and Nicaragua celebrate their independence, and the very next day, Mexico lights up con el grito. It’s a week packed with fiestas, música, food, and orgullo. Now it’s the time when our stories, flavors, and creativity get a spotlight nationwide.
We want to highlight some of the most creative ad campaigns from each país.
Each one proves that when brands connect authentically with cultura, the message goes way beyond marketing, it becomes identidad.
- Honduras’ “Sky Fishers” by Ogilvy
In Yoro, Honduras, locals celebrate la lluvia de peces (sí, actual fish raining from the sky). Ogilvy Honduras and Regal Springs turned that milagro into Sky Fishers, a sustainable project where the community collects, packages, and sells the fish. Half the town participates now. It’s folklore meets entrepreneurship, giving Yoro’s people not just pride but opportunity.
- Costa Rica’s “No Artificial Ingredients” by Costa Rica Tourism
This iconic ’90s campaign flipped the script. Instead of listing what Costa Rica is, it focused on what it’s not: artificial. The slogan (simple, bold, and bilingual) showcased pura vida through food, music, community, and naturaleza. It told the world: come as you are, and experience Costa Rica raw and real.
- Guatemala’s “Guatemala Goes Global” by the Guatemalan Institute of Tourism
Think Netflix-style storytelling, but for turismo. This nine-episode streaming series brings Guatemala to the screen through creators, travelers, and locals. From volcano hikes to bustling mercados, the campaign is authentic, vibrant, and smartly localized for audiences in the U.S., UK, Spain, Mexico, and even Japan. The message: Guatemala isn’t just a destination, it’s a global experience.
- Mexico’s “Non Artificial Mexico” by Burger King
Fast food got real. Burger King México leaned into authenticity, showing messy, colorful, everyday life: street tacos, música de barrio, familias at the table. The campaign mixes Spanish and English to embrace imperfection and remind us: Mexico doesn’t need filters. Its cultura is already bold and delicious.
- El Salvador’s “First Car Showroom Inside a Bus” by Kia and Ogilvy
Why wait for people to visit a dealership when you can bring the dealership to them? Kia turned a double-decker bus into a rolling showroom that toured neighborhoods across El Salvador. It wasn’t just innovative, it felt like a fiesta on wheels, blending modern branding with Salvadoran ingenuity.
- Nicaragua “La Vida es Un Viaje” by Ogilvy and Banco Ficohsa
Banco Ficohsa made saving money aspirational. The “La Vida es un Viaje” campaign spoke in local idioms, used bold visuals, and tied financial empowerment to cultura and pride. With raffles and rewards, saving wasn’t just practical; it felt like dreaming big.
From Honduras to México, these campaigns highlight a truth we live every day: Latin American marketing thrives when it celebrates comunidad, cultura, and corazón.
As Hispanic Heritage Month kicks off, it’s the perfect reminder that representation isn’t just about showing faces; it’s about honoring voices, traditions, and everyday realities.
At Vaquero Advertising, we live this. Our Latin-American team blends data-driven insights with storytelling that feels authentic—porque we know connecting with nuestra gente is about more than ads, it’s about identidad.
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