AT&T’s ‘Taekwondo’ Olympics Push – Company targets Hispanic consumers in ads featuring Lopez family From: adweek.com

AT&T has fashioned a Latino-targeted ad push for the summer as part of a multicultural, multiplatform media buy that showcases Hispanic siblings Steven, Mark and Diana Lopez of the U.S. Olympic Taekwondo Team.

The marketing push via TV, radio, online, digital and direct mail is part of the telco’s sponsorship of the U.S. Olympic Team and is the first time that AT&T has developed Olympic-themed messaging aimed at Hispanics. Omnicom’s Dieste, Harmel & Partners, Dallas, handled creative duties and WPP’s Mediaedge:cia was responsible for media.

The Lopezes of Sugarland, Texas, are known by martial arts aficionados as the “First Family of American Taekwondo.” They are the first sibling group to make the U.S. Olympic team in 104 years after U.S. gymnastics brothers Edward, Richard and William Tritschler competed in the 1904 games in St. Louis, per ESPN.com.”*

I mentioned this family a while back.

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