LOPEZ NEGRETE AND RELIANT ENERGY ARE “AMONG FRIENDS” - New Hispanic Creative on Air

Lopez Negrete Communications, the second largest independently Hispanic-owned-and-operated marketing agency in the country, recently concluded production of Reliant Energy’s new Hispanic creative campaign. The campaign, “Among Friends,” consists of TV, radio and internet buys, and was shot in Houston with a repeat performance by Raul Brindis, Houston’s number one radio talk show celebrity and Reliant Energy customer, as the Reliant Energy spokesperson.

The advertisements titled “Monster Bills,” “Foosball,” and “Sharks” depict Brindis among friends in casual settings conversing about the difficulties they face when dealing with other electricity providers. The key message for viewers is that Reliant Energy makes their life simpler with its plans and services. The two-day shoot took place in local homes in the Montrose and Garden Oaks neighborhoods of Houston. The TV ads were directed by Houston’s Locke Bryan and produced by Ju Dee Heasty. The first spots began airing on Spanish-language television and radio on September 10.

“We’re committed to developing relevant messaging and tools to best serve the Hispanic community,” said Gregg Hollenberg, Reliant’s Vice President of Residential Markets. “From the commercials, the message we hope consumers will hear and understand is that with the right electricity plan in place, Reliant Energy can make their lives easier and save them money.”

“The relationship that exists between Reliant Energy and the Hispanic community is a long-standing one. Reliant Energy understands the needs of Hispanics and continues to provide relevant products this segment requires and demands,” said Alex López Negrete, president and chief executive officer, Lopez Negrete Communications. “It is with pride that we have been the stewards of this relationship since deregulation came about in 2001. This is the newest chapter in a mutually beneficial relationship.”

Lopez Negrete’s Reliant Energy account and creative team consists of Javier Gonzalez-Herba, vice president of creative direction; Simon el Hage, director of strategic marketing; Lalo Wakefield, director of creative and strategic integration; Marlo Baker, director of broadcast production; Claudio Milczweski, producer; Milton Lebron associate creative director; Doug Kline and Sergio Castaneda, senior copywriters; Martin Rubinstein, group account director and Fernando Morales, senior account executive.

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