Jarritos didn't go to a Hispanic shop or group.
I'm sure GSD&M's work was great and the brand will do great (I love their Southwest work). It just seemed like the perfect brand for a young, edgy Hispanic shop to own and break into the Gen Market. It was a perfect situation: an undeniably Latin brand, a US consumer that loves consuming cultural authenticity and discovering the next cool cultural thing...who better to tell that authentic story than Hispanic ad pros?
Maybe there's a lesson for us in this. (Maybe not). But maybe it's that the more narrowly we (Hispanic ad pros) focus on the short-term game (getting those Spanish media dollars), the less relevant we are for the (potentially) bigger game: the young, multicultural general market.
Of course there's a way to do both, but it seems we've created such a unique and siloed niche of an industry, that our credentials in the bigger pond are, well...not there. Too bad, because I honestly believe the talent is there--not to mention an absolutely authentic connection to the culture.
And again, congrats to GSD&M on a surely well-deserved win. And good luck to Jarritos. (My kids LOVE the Mandarina one)