Cheetos ambassador & reggaeton star J Balvin inspires Latinos to ‘Leave their mark’
The Colombian singer shares his inspiring success story, while rocking Cheeto dust on his fingers.
Today, Cheetos debuts the latest installment of its ‘Deja tu Huella’ (‘Leave Your Mark’) campaign, featuring the internationally acclaimed Colombian singer J Balvin.
Hailing from Medellín, Colombia, Balvin is one of the best-selling Latin artists, with over 35m records sold worldwide and numerous awards, including 11 Billboard Latin Music Awards, six Latin Grammy Awards and five MTV Video Music Awards. He rose to fame performing in local clubs and has since become a global reggaeton icon.
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Now in its fifth year, Cheetos’ annual ‘Deja tu Huella’ program honors influential figures in the Latino community to effect positive change. This year, the program expands to include Balvin, whose Cheetle-dusted fingerprints symbolize his enduring influence.
The partnership comprises a video, in which Balvin recounts his rise to fame, as well as two new humorous TV commercials, ‘Red Carpet’ and ‘Restaurant.’
In each ad, Balvin’s Cheetle-covered fingers take center stage, serving as a literal metaphor to inspire others to leave their own unique mark wherever they go.
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Created by Goodby Silverstein & Partners, the campaign not only celebrates J Balvin‘s achievements but also empowers the Latino community to continue making positive impacts on the world.
It also culminates in the search for the next ‘Deja tu Huella’ ambassador. This individual, chosen for their impactful work in areas such as art, education, music, fashion and Stem, will receive $25,000 from the brand and join Balvin at Billboard Latin Music Week. The winner will also participate in the Cheetos Community College Tour this fall.
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