• by Les Luchter , January 8, 2024

 
Previous Total by Verizon ad for the Latino market.

Total by Verizon, the wireless giant’s two-year-old prepaid provider that has been opening scores of stores in urban areas, is about to launch a big advertising push to the Latino market.

Developed by Ogilvy, the campaign will include a 30-second Super Bowl spot during Spanish-language network Univision’s first-ever telecast of the Big Game. The ad will air during the first commercial break of the second quarter.

The Super Bowl ad “marks our commitment to serving Latino audiences authentically and in language, and it’s just the beginning,” Angie Klein, president of Verizon Value, said in a statement.

While campaign creative has yet to be unveiled, Total by Verizon’s announcement of the upcoming Super Bowl spot stressed such brand features as international talk and text to Mexico, and unlimited calling to such countries as Colombia, Peru and the Dominican Republic.

Pricing is also paramount to the messaging, with Total by Verizon offering no-contract, no-credit-check plans for as low as $25 a line per month for unlimited 5G data.

Total by Verizon is also offering a limited-time perk for newly activated lines through March 31: a free Samsung A13 5G phone.

Univision is taking over the Spanish-language telecast of the Super Bowl this year via a partnership between TelevisaUnivision, the NFL and CBS Sports, which will air the English-language telecast. Previous CBS Super Bowls had used ESPN Desportes to simulcast the games.

In addition to Total by Verizon, Verizon Value brands include Straight Talk, Visible, Tracfone, Simple Mobile, SafeLink, Walmart Family Mobile and Verizon Prepaid.