One of my all time favorite M Network commercials is this:

If you aren’t from Miami – or at least lived here for 20 years – it’s hard to explain how funny and on the mark this commercial is. Our client LOVED it. His clients saw it and they LOVED it. They came to see him, talk to him, laugh about the spot, and buy cars.

This spot worked because we knew Leo. No, we really knew Leo…not just his sales projections. We played off his personality. We played off his heritage.   And we certainly played off what we thought he could deliver on camera. We also knew his audience, and not through just polling results. We had a personal and visceral understanding of what moves Hispanics in Miami. We combined all that “knowing” into a culturally sensitive, funny spot that delivered foot traffic and set this Toyota location apart from others.

The language doesn’t matter. The experiences do. At The M Network, we live “multicultually.” Purposeful about creating working and home environments that include a diversity of people, languages and experiences. Living in the Gateway to Latin America, Little Haiti, and the LA of the South, provides our team members with access to ideas and culturally relevant themes that you can’t get from polling results alone.