Advertising Multi-cultural

Dieste Creates New Work for AT&T | Advises Don’t Marry Yourself to Offer One

Written by Dieste

Dieste launches its new AT&T commercial “Madrina.” The TV commercial premiered in January, accompanied by a social media campaign. The campaign is aired in English and Spanish for the multicultural market. 


The insight comes from the wedding madrinas and padrinos. Loved ones who contribute to be a part of the wedding, be it financially, or with experience. That’s where Dieste came up with a new kind of wedding role: The madrina of “best deals.” 


And who better for that role than AT&T’s Lily, who helps the bride and groom detect bad deals and not fall into the clutches of a salesman, who will stop at nothing to rent them a wedding venue. 


The commercial was directed by Augusto Gimenez Zapiola. 



Chief Creative Officer: Abe García
Group Creative Director: Benjamin Jara
Creative Director: Aldo Murillo
Associate Creative Director: Carlos Ortega
Senior Copywriter: Nestor Rodriguez
Art Directors: Dalia Quiroz and Alejandro Cadavid.
Senior Producer: Mónica Sotelo
Director: Augusto Gimenez Zapiola
Production Company: D’Avant-Garde Media.
Cinematography: Paula Huidobro
Colorist: Ricky Gausis, TRAFIK, LA
Postproduction House: LVLY
Editor: Jaime Valdueza, Be Grizzlee
Music House: Fresh Squeezed Music
Audio House: TruLove

About the author


The core of what we do is the Provoke platform – a proprietary set of processes and tools that enable us to deliver work deeply informed by data, culture and consumer behavior. By zeroing in on the intersection of art & science, Dieste is constantly stretching the boundaries of quantitative storytelling.

While we emphasize hard data, our adaptive process also makes us flexible and agile, traits that have given us an industry reputation for collaboration. Keeping the workflow moving at the ever-increasing speed of our consumers’ lives.

In the end, we believe today’s most progressive clients are looking for two things:
1. Great ideas, regardless of where they can get them from; and
2. To work with people they like and are easy to work with.