As every Mexican knows, in any good Lucha Libre match, the one who loses their mask pretty much loses the fight.
With this premise in mind, advertising agency d’expósito & Partners has launched “Lucha vs. El Virus,” a PSA campaign aiming to engage Hispanics to protect themselves against COVID-19 and comply with public health practices during the pandemic, which has severely hit the Latino community in the U.S.
“We played with the double meaning of the Spanish word lucha,” Paco Olavarrieta, CCO at d expósito & Partners, told ADWEEK. “On one hand, lucha means to fight or to struggle and is used figuratively to express that one is working hard or continuing in the fight. On the other hand, lucha is embedded in the name lucha libre, where luchadores wear masks to hide their true identity.”
A Spanish-language PSA has been running on Univision, Telemundo and CNN en Español, while an accented English version of the video just got picked up by NBC and CNN.
The same spot is also available in an accented English version, which you can watch below: