Migrante: Impassioned commentators & a bizarre game of Ram football
November 14, 2025
Pickup and commercial vehicle brand, Ram’s, message is all about its unstoppable passion. Milan indie, Migrante Content, found the perfect metaphor to make that message stick among Ram’s Hispanic audiences – the unbridled passion of sports commentators. As a bonus, Hispanic sports fans are 37% more likely to remain loyal to a brand that sponsors a sport they follow (Nielsen, 2024).
The campaign, The Commentators, uses humour in a story about the unparalleled energy of Hispanic sports commentators. With one especially passionate commentator mixing up ‘fútbol’ and ‘football’, the spot highlights the intensity and emotion they bring to every game.
The Commentators features Latino actors, Arturo del Puerto and Ricky Catter, along with original music to enhance authenticity and amplify the spots, conveying both a sporting and Latino spirit that aligns perfectly with the Ram brand.
With over 68 million Hispanic Americans now representing roughly 20% of the US population (US Census Bureau, 2024), this campaign reflects Ram’s growing commitment to a demographic driving the nation’s cultural and consumer future.
Jennifer Presta, Hispanic market marketing manager at Ram parent, Stellantis, stated, “The Commentators celebrates the duality of Hispanic Americans — embracing both their cultural heritage and American identity — while tapping into the passion of a growing Hispanic football fandom. The campaign demonstrates how a targeted multicultural campaign can remain true to a brand’s DNA and authentically expand into culturally relevant storytelling.”
Migrante managing director and VP of creative, Sol Ricagni, added, “As the agency of record for Ram for the Hispanic American audience, this was a real passion project. Developing a dedicated script to bring ‘The Commentators’ to life and embody the spirit of the Hispanic football fan felt like coming home, as well as the perfect complement to the Ram brand. We drew strategic parallels and used resources to connect the power of the Ram truck with the power of both soccer (fútbol) and American football. The spots were infused with high energy and humor, powerfully representing both the Ram brand and its Hispanic audience.”
As streaming now drives 55.8% of total TV time for Hispanic viewers, surpassing the 46% average for the rest of the US audience (Nielsen, 2025), the campaign is running in various cuts optimised for TV, OLV, and social media.
Credits:
Agency: Migrante Executive Creative Director: Leonardo Ricagni VP of Creative: Sol Ricagni Copywriter: Franco Machado Pesce Agency Producer: Pablo Figueroa Director: Leonardo Ricagni Production Company: Supply & Demand Editor: Daniel Pineros Post Production: Hector Napoli Sound Design: Juan Leguizamon
Pickup and commercial vehicle brand, Ram’s, message is all about its unstoppable passion. Milan indie, Migrante Content, found the perfect metaphor to make that message stick among Ram’s Hispanic audiences – the unbridled passion of sports commentators. As a bonus, Hispanic sports fans are 37% more likely to remain loyal to a brand that sponsors a sport they follow (Nielsen, 2024).
The campaign, The Commentators, uses humour in a story about the unparalleled energy of Hispanic sports commentators. With one especially passionate commentator mixing up ‘fútbol’ and ‘football’, the spot highlights the intensity and emotion they bring to every game.
Watch the film with English sub-titles. (The commentary is hilarious.)
The Commentators features Latino actors, Arturo del Puerto and Ricky Catter, along with original music to enhance authenticity and amplify the spots, conveying both a sporting and Latino spirit that aligns perfectly with the Ram brand.
With over 68 million Hispanic Americans now representing roughly 20% of the US population (US Census Bureau, 2024), this campaign reflects Ram’s growing commitment to a demographic driving the nation’s cultural and consumer future.
Jennifer Presta, Hispanic market marketing manager at Ram parent, Stellantis, stated, “The Commentators celebrates the duality of Hispanic Americans — embracing both their cultural heritage and American identity — while tapping into the passion of a growing Hispanic football fandom. The campaign demonstrates how a targeted multicultural campaign can remain true to a brand’s DNA and authentically expand into culturally relevant storytelling.”
Migrante managing director and VP of creative, Sol Ricagni, added, “As the agency of record for Ram for the Hispanic American audience, this was a real passion project. Developing a dedicated script to bring ‘The Commentators’ to life and embody the spirit of the Hispanic football fan felt like coming home, as well as the perfect complement to the Ram brand. We drew strategic parallels and used resources to connect the power of the Ram truck with the power of both soccer (fútbol) and American football. The spots were infused with high energy and humor, powerfully representing both the Ram brand and its Hispanic audience.”
As streaming now drives 55.8% of total TV time for Hispanic viewers, surpassing the 46% average for the rest of the US audience (Nielsen, 2025), the campaign is running in various cuts optimised for TV, OLV, and social media.
Credits:
Agency: Migrante
Executive Creative Director: Leonardo Ricagni
VP of Creative: Sol Ricagni
Copywriter: Franco Machado Pesce
Agency Producer: Pablo Figueroa
Director: Leonardo Ricagni
Production Company: Supply & Demand
Editor: Daniel Pineros
Post Production: Hector Napoli
Sound Design: Juan Leguizamon