• by Fern Siegel , June 3, 2024

Major League Baseball just launched the “El Béisbol es Otra Cosa” (“Baseball is Something Else”) campaign to celebrate Latin players and fans.

Remezcla, MLB's multicultural AOR since 2021, handled the creative. The ad is directed by Lobos, a director duo of Carmelo Varela and Andrew Garciato.

The spot stars Marcello Hernández, Cuban/Dominican stand-up comedian and ator, currently a featured player on “Saturday Night Live,” and Puerto Rican rapper-singer Myke Towers. The work also includes many of MLB’s Latino stars, including Francisco Lindor, Elly De La Cruz, Randy Arozarena and Yordan Alvarez.

The cross-platform campaign runs across MLB Media outlets, including MLB Network, MLB.com, MLB.TV and MLB broadcast partners, including Fox/FS1, ESPN and TBS. There are also paid digital media sites. The social series will live across MLB social platforms and influencer-owned channels.

“We’re proud to be able to spotlight the deeply rooted Latin culture that runs through the veins of MLB. In this new work, we’re continuing to ensure that America’s pastime is representative of both the communities that play and cheer for the game of baseball — highlighting the rich histories of the sport and Latin culture and their undeniable intersection,” Morris Davila, executive creative director at Remezcla, told Agency Daily.

The campaign showcases nine different Latin countries represented in the league.

Content will be updated throughout the season with players and events, including the All-Star Game and Players’ Weekend. Social media talent includes celebrity chef Jesus Diaz-Yisus, youth correspondent Jazlyn “Jazzy” Guerra, artist Rob the Original and Hall of Famer Vladmir Guerrero.

All MLB clubs have Spanish-language editorial coverage and various Spanish-language social-media platforms to engage Latin audiences. Las Mayores, MLB’s official Spanish platforms and dedicated country accounts (MLB Cuba, MLB Venezuela, MLB Dominican Republic and MLB Puerto Rico), focus on players from those countries.