State Farm brings advertainment to the Latino masses

If TV is the new radio, advertising firm Alma DDB has taken the concept a step further with the creation of Los Felinos de la Noche.

The regional Mexican group stars in a multimedia State Farm Insurance campaign that began in March and has it playing opening gigs for major acts until July 6.

The trio, which played together informally before being cast in a TV commercial for the insurer, is on retainer to State Farm via the ad firm’s FiRe Advertainment division, Alma DDB president/chief creative officer Luis Miguel Messianu said. The group is working on a pilot for a reality show and other forms of entertainment in which the State Farm brand can be integrated.”*

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