The Guilt Trip
For LATAM’s holiday campaign, we decided to increase travel from the U.S to Latin America countries by tapping into the power of someone no one can ever say no to —abuela.
In Latin American families, it’s not uncommon for abuelas to hold an important role in the family. She’s the matriarch, the giver of sage advice. And she makes sure the family is together when they need to be—but she isn’t above a little bribery, coercion, or emotional blackmail to make it happen.
Insight:
Client: LATAM Airlines
Copywriter: Jonathan Crossley
Agency: MRM
