17356: Super Bowl LX Advertising Said Adios To Latinos…?

 

Advertising Age published a lengthy report on how Latino representation in Super Bowl LX advertising waned at a critical time for the segment.

 

In short, Latinos got iced while ICE reigned.

 

Hispanic representation wanes in Super Bowl ads at critical time

 

By Lindsay Rittenhouse

 

Diversity is waning in Super Bowl LX advertising, and noticeably scarce this year is Hispanic representation.

 

Several diversity and inclusion experts interviewed for this story said the lack of Hispanic casting and storylines is particularly disappointing given the Immigration and Customs Enforcement’s targeting of this community, leaving them already feeling isolated and vulnerable.

 

“Latinos in the U.S. are navigating significant injustices in the current political environment, and non-Hispanic allies are increasingly showing up to support and protest alongside the community,” said Myles Worthington, CEO and founder of agency Worthi. “As marketers, knowing there is a massive influx of this audience watching the Super Bowl, it’d simply be poor strategy not to find a specific way to connect.”

 

Rocket Mortgage’s “America Needs Neighbors Like You” is one of the only national Super Bowl ads this year to prominently feature a Latino cast and promote a more earnest message of unity in a sea of in-game creative that leans heavily into humor. In the ad, friendly gestures by members of a Latino family new to the block help ease perceived tension with their new neighbors.

 

Meanwhile, of the 107 celebrities starring in Big Game spots this year, only eight are Hispanic, including Sofía Vergara, starring in Boehringer Ingelheim’s in-game spot; magician David Blaine, who appears in YouTube TV’s spot; and Danny Trejo, who is in Novo Nordisk’s ad. That finding is part of Ad Age’s annual report that evaluates how national advertisers in the game prioritized diversity and inclusion on the screen and behind the cameras.

 

Worthington said seeing so many brands fail to prioritize Hispanic viewers—especially on the biggest night in advertising when so many will tune in to watch the halftime performance of Puerto Rican star Bad Bunny—“is a signal of cultural illiteracy, not prudence.”

 

Missed opportunity to reach Hispanic viewers

 

Lisette Arsuaga, the co-president and co-CEO of DMI Consulting, a strategic marketing firm specializing in diverse segments, and the co-founder of the Alliance for Inclusive and Multicultural Marketing (AIMM), speculated that perhaps brands felt that because Bad Bunny is performing the Apple Music Super Bowl Halftime Show, “the Super Bowl had already taken care of Hispanics.”

 

But that thinking is flawed. “If a white talent were doing the Super Bowl, brands wouldn’t be thinking, ‘Oh, I don’t have to represent whites in my ad because that’s already part of the Super Bowl,’” she said.

 

It’s not clear why exactly the majority of Super Bowl advertisers left this demographic out of their spots. If anything, the highly anticipated Bad Bunny performance should be proof of the power of Hispanic culture and talent, Worthington said, pointing to the fact that a teaser posted to Instagram for his halftime show already reeled in the most likes of any teaser for a halftime performer ever.

 

Many of our interviewees praised the NFL for choosing Bad Bunny and championing diversity while so many brands sat silently on the sidelines. As a result, “the most powerful statement” isn’t going to be made during the commercial breaks but when Bad Bunny takes the stage, said Nicole Simpson, VP of inclusion and impact at Omnicom-owned Rapp.

 

“At a moment when the Latine community is particularly vulnerable, spotlighting the world’s top global artist who is fresh off historic Grammy wins and responsible for over $400 million in economic impact for Puerto Rico, isn’t just smart business,” Simpson said, “it’s a declaration of whose stories deserve center stage and a clear signal that the league sees its future as undeniably global.”

 

Arsuaga also took issue with what she said was a misrepresentation of Hispanic culture in Instacart’s “Bananas” commercial in which the mustachioed duo of Ben Stiller and Benson Boone sing about the grocery delivery platform’s feature that lets customers choose how ripe they want their produce. The ad has drummed up some backlash as some people have interpreted Stiller and Boone’s accents in the spot as faux Hispanic.

 

An Instacart spokesperson stressed that this was not the case in a statement. “The characters are intentionally fictional and stylized, inspired by a specific musical era and genre—not by any real individual, culture or community—and any perceived resemblance in accent, attire or presentation is unintentional.”

 

Rocket’s ad promotes unity

 

There were, of course, some welcome exceptions. Rocket Mortgage continued to champion a storyline promoting inclusion and unity in its in-game spot, “America Needs Neighbors Like You,” as it did during the Super Bowl last year.

 

The spot, created by agency Mirimar, shows a Latino family moving into a seemingly unwelcoming neighborhood, set to the tune of a Lady Gaga rendition of Fred Rogers’ “Won’t You Be My Neighbor.” A storm prompts young girls within a white and Latino family to find friendship and leads to other neighbors putting aside their differences to help each other out.

 

“These diverse characters were very intentional in the scriptwriting process—we wanted to represent America’s diversity and showcase the authentic tensions that exist in neighborhoods,” a Rocket spokesperson said. “We also wanted to show how kindness and neighborliness are a way to overcome our differences, and to remind the country that a simple hello or offer to help those who live next door brings us closer together.”

 

It seems that as other advertisers lean into humor and nostalgia, Rocket Mortgage is one of the few overtly providing a deeper message promoting unity at a time when the U.S. feels increasingly divided.

 

Still, Rocket Chief Marketing Officer Jonathan Mildenhall stressed in a statement that the ad promotes “a civic message not a political message. We want to encourage intentional kindness and neighborliness,” he said.

 

Boehringer Ingelheim’s first-ever Big Game spot, starring actors Octavia Spencer and Vergara, also stands out as a good representation of Hispanic culture, some people said.

 

Kai Wright, an industry strategic adviser and lecturer at Columbia University, uses a five-point system to evaluate ads for inclusivity. The five areas he said he grades an ad to determine if it well represents the community it intends to reach, includes “lexicon,” meaning it “is doing something unique that the community would identify with”; audio cues that resonate with a particular community; strong visuals that captivate the audience; “experience drivers,” meaning the ad is reinforcing some sort of ritual a particular community can get behind; and strong cultural connections.

 

Based on this system, which he calls the LAVEC method, Wright said Boehringer Ingelheim’s spot scored high (an 89 out of 100). The pharmaceutical brand worked with the American Diabetes Association, National Kidney Foundation, WomenHeart and The Mended Hearts on a campaign to showcase the importance of health screenings.

 

Spencer and Vergara appear in the action-packed ad on a mission to help people understand how to manage high blood pressure and Type 2 diabetes. Wright said the actors represent Black and Hispanic women, two groups that are prone to such conditions, and they provide actionable steps to improve their lives.

 

“The ad incorporates community values of advocacy and proactive care,” Wright said. “By reframing ‘silent signals’ as a call to action, it aligns with the tribe’s desire to ‘know their numbers’ and advocate for their own health before it’s too late.”

 

Both actors were good fits for the ad because they share personal and family health histories with these conditions, he added.

 

Boehringer Ingelheim declined to comment.

 

Arsuaga also praised the ad for being one of the only so far to prominently feature a Latina celebrity. She did note, however, that she’d like to see more brands branch out and hire Hispanic talent more under the radar than Vergara, who rose to fame as a lead on the hit sitcom “Modern Family.”

 

“When people think about Hispanic talent, it’s like, Sofía Vergara is your token person,” Arsuaga said. “I don’t want to minimize her because she’s a great actor and is doing great things, but there are a lot of other people that could be used for important talent during these ads.”

17348: On Perceived Brands’ Icy Responses To ICE.

 

Advertising Age published a perspective cautioning brands targeting Latino consumers to not ignore how ICE impacts lives in the segment. In short, the author thinks brands should avoid staying silent and playing it safe when communities face pressures.

 

It’s a debatable proposition, as brands don’t necessarily benefit from taking political stances. Indeed, there are many examples of classic fails when brands publicly advocated for causes.

 

Sure, Archbishop Desmond Tutu declared, “If you are neutral in situations of injustice, you have chosen the side of the oppressor.”

 

But such leaders didn’t have to contend with brand destructors like President Donald J. Trump, the Gaslighter-in-Chief behind ICE.

 

Brand silence is not necessarily siding with oppressors. Rather, it can be a sign of respect, in terms of standing clear of situations where brands have no business, so to speak.

 

Why brand silence isn’t a safe strategy when communities are under pressure

 

By God-is Rivera

 

Every major brand briefing seems to start the same way lately: Hispanic and Latinx consumers are our fastest-growing segment. The data backs it up.

 

Nielsen reports that Hispanic households represent about 14.7% of U.S. households but account for 15% of total consumer spending and 23% of U.S. dollar growth in retail. Their impact is outsized relative to their population size.

 

But there’s a glaring disconnect between how aggressively brands are pursuing Hispanic consumers and how little they’re acknowledging the lived reality of that community.

 

Today, families are navigating fear and instability due to ICE. Cultural identity is being politicized. People are making daily decisions about where to shop, travel, work, or even leave their homes under conditions many marketers have chosen to treat as “off-limits” for brand engagement.

 

You cannot build sustainable growth with a community you refuse to fully see. Here’s how to back your brand with values that resonate:

 

Growth without context is not a strategy

 

When brands say Hispanic consumers are their growth engine while ignoring the pressures shaping their lives, it reveals a dangerous assumption that purchasing power is disconnected from lived experience.

 

Everyone knows the meme-able Jet2holidays audio that became synonymous with travel fails. The brand got in on the joke and leaned in appropriately, engaging with the moment and expanding cultural relevance well beyond its traditional audience.

 

But when the same audio was later used in content depicting immigration enforcement and detainees being transported, Jet2Holidays was abruptly pulled into a far more serious conversation. They were prepared. The company responded quickly, publicly distancing itself from the usage.

 

Brands that pursue growth without understanding how cultural meaning travels, especially in volatile moments, leave themselves vulnerable to being defined by contexts they didn’t plan for. And if they don’t respond to the situation in a timely manner, or ignore it, it can be a recipe for brand-building disaster.

 

Silence is being mistaken for brand safety

 

Many marketers believe the safest move right now is to stand still. Say nothing. Delay campaigns. Shelve anything that might be perceived as risky.

 

But recent examples suggest the opposite.

 

After facing intense backlash over Pride-related merchandise, Target scaled back displays in certain markets, framing the decision as a move to protect employee and customer safety. The reaction among many consumers—particularly younger and multicultural audiences—was swift. For some, the pullback signaled retreat rather than protection. Boycotts and social media protests have cost the retailer.

 

When brands retreat entirely, consumers are far less charitable than brands expect.

 

Hispanic consumers are also more likely to research corporate policies and participate in boycotts based on a brand’s stance, with 51% participating in at least one boycott according to a study by Numerator.

 

Your fastest-growing consumer is also your most attuned

 

Hispanic consumers are deeply attuned to brand values. Further research from Numerator shows 60% of Hispanic shoppers say they would stop buying from brands that don’t reflect their values.

 

Nike has long understood that growth with multicultural audiences requires consistency in beliefs. When the brand has taken public positions aligned with its stated values, it has weathered backlash while maintaining long-term loyalty, particularly among younger, diverse consumers. While not every move has been universally praised, Nike’s audience understands what the brand stands for.

 

That matters deeply to Hispanic consumers. These audiences don’t expect brands to speak on everything. They expect them not to disappear when values are tested.

 

This moment requires cultural readiness, not crisis comms

 

Too many brands are still relying on outdated crisis playbooks. What’s required now is cultural readiness. Your brand needs to understand communities before moments erupt, to know which voices matter, and to make decisions anchored in real values.

 

From its response to global refugee crises to its clear stance against discrimination on the platform, Airbnb has invested in systems, policies, and partnerships that allow it to act quickly when cultural moments arise. These decisions were enabled by groundwork laid well before public pressure mounted.

 

Companies that have invested in this kind of readiness move differently. They respond with clarity because they’ve already done the work of understanding who they are and who they serve. But readiness doesn’t always have to be defensive. It can recognize moments of positive cultural momentum, such as HRC’s #LoveWins, and grow by showing up in ways that feel timely.

 

Growth is a relationship, not an extraction model

 

The Hispanic and Latinx community represents an enormous opportunity, but opportunity is not a one-way transaction. Growth without care is not growth. The brands that will win the future are not the ones that waited for the moment to pass.

 

They recognized a simple truth: When the community is under pressure, business as usual no longer works.

 

God-is Rivera is chief strategy officer at Burrell Communications Group

17201: Underrepresented Voices Having Their Say.

Advertising Age published another Hispanic Heritage Month perspective, imploring brands to engage underrepresented voices.

 

This op-ed comes from the CEO of Lerma Advertising, a multicultural marketing shop with historical ties to The Richards Group—now known as TRG.

 

Don’t expect any color commentary from Stan Richards.

 

Why brands must lead with underrepresented voices to grow

 

By Pedro Lerma

 

I’ve been in this business long enough to know one thing: The future doesn’t look like the past. Too many marketers are clinging to what they believe is the “mainstream,” afraid that if they lean into underrepresented voices, they’ll lose their base. But here’s the truth: The mainstream doesn’t look like it used to. America doesn’t look like it used to. And neither do the audiences driving growth. So, what to do?

 

The case for the underrepresented

 

First, we need to get real. The “underrepresented” aren’t niche audiences. They are cultural powerhouses who represent enormous growth opportunities. And the underrepresented are different for each brand.

 

Whether it’s Hispanic Americans, Black Americans, Asian Americans, women, LGBTQ+ communities or people with disabilities, they aren’t sitting on the sidelines. They’re creating businesses that drive our economy, the music we dance to, the books we read, the shows we binge, the fashion we wear, the food we crave, the podcasts we stream, the slang we speak and the movements we follow.

 

Kantar research shows that 75% of all consumers say a brand’s degree of representation influences their purchase decisions. That means when you lead with underrepresented voices, you have an opportunity for “positive spillover.” In leading with the underrepresented in stories based on universal human truths, you’re not just talking to the underrepresented—you’re deepening your connection with your legacy customers, too.

 

What holds brands back?

 

I get it; it’s not easy. In today’s environment, every campaign lives in a political context. And that makes brands and agencies nervous. But here’s the reality: staying homogeneous doesn’t protect you; it exposes you. Playing it safe is a mirage and a one-way ticket to irrelevance.

 

Some brands worry they’ll alienate their core audience. My experience? The opposite happens. When you tell a story with empathy, nuance and cultural fluency, it resonates universally. You don’t lose people; you pull them in.

 

Here’s how brands have succeeded:

 

Earn the right to tell the story

 

First, don’t fake it. I once pitched a concept about gender pay equity to an automotive client. They loved it, but believed they still had work to do internally before they could authentically tell that story. It was a humble and wise move on their part because audiences can smell performative behavior from a mile away.

 

Invite them to the table

 

Include people from the community you’re representing in your creative development and validation process. The right voices early on make all the difference.

 

Start with the story, not the segment

 

I loved this Amazon ad featuring and narrated by a user experience designer who is deaf. While I have not experienced hearing loss, Brendan’s story still moved me deeply and made me feel better about the brand. I also expect that people who are deaf or have experienced hearing loss feel seen in a deeper, more personal way.

 

Make underrepresented audiences the hero—not the afterthought

 

When Modelo celebrated Hispanic NFL players and mentorship, it wasn’t about being political. It was about empowerment.

 

Design for cultural relevance, then scale universally

 

Cheerios once told a story about an interracial family. It meant a lot to that specific audience, but it also appealed to any parent of a precocious kid.

 

Use cultural catalysts

 

With the World Cup and Olympics on the horizon, brands have the chance to consider important questions like “Will our communications follow past recipes?” or “Will we use these massive moments to feature new heroes in our storytelling?”

 

Be humble

 

Get ready for feedback—and listen. If you miss the mark, own it. Respond with humility and a willingness to grow. That’s how you build trust that lasts.

 

Leading with underrepresented audiences is a superpower, and the choice is clear: Cling to yesterday’s assumptions, or embrace tomorrow’s audiences. Those who do the latter will not only grow their revenue—they’ll be shaping the future.

 

When brands make space for everyone, everyone shows up.

17196: All Multicultural Marketer Pitches Look Alike.

 

Advertising Age published a perspective titled, “Why Hispanic Heritage Month must be more than a marketing campaign”—supporting the observation of an earlier post.

 

That is, multicultural marketers deliver cookie-cutter commentary before, during, and after every Fill-In-The-Minority Heritage Month.

 

The content in Ad Age opened by declaring, “It’s that time of the year again.”

 

Then the author regurgitated the routine plea for billable business throughout the entire year—which brands ultimately ignore every year, again and again.

 

It’s time to write a fresh brief to inspire more convincing calls for cultural commitment and crumbs.

 

Why Hispanic Heritage Month must be more than a marketing campaign

 

By Fran Leibaschoff

 

It’s that time of year again. The moment when brands suddenly remember how much they supposedly value the Hispanic community.

 

The volume goes up. Bad Bunny, Shakira, Maluma. The parrilladas light up. The sobremesas get longer. Everyone’s ready to celebrate.

 

But this year, the vibe feels different. While some are putting on their fiesta faces, others are quietly shrinking back, feeling invisible, left out or altogether forgotten.

 

And no, this isn’t about being overly sensitive or playing the novela card. This is about the very real cultural and business moment we’re in. It’s a moment when the lines between DEI and Hispanic marketing are blurred, and not in a good way. And while some brands are doubling down, others are quietly pulling back just when they should be leaning in.

 

Let’s pause for a quick reality check.

 

There are more than 60 million Hispanics in the U.S. We’re not a niche. We’re not a trend. We’re not going anywhere.

 

We’re raising families, building businesses, shaping culture and driving economic growth. We’re the youngest and fastest-growing demographic in the country, with a median age of 30 and more than 75% U.S.-born.

 

The latest data we have indicates that we are now contributing more than $ 4.1 trillion to the U.S. economy (growing at 4.4% annually). U.S. Latinos would rank as the fifth-largest economy in the world.

 

And yet, too often, we’re treated like an afterthought.

 

Hispanic marketing isn’t about checking a box or filling a quota. It’s not a seasonal campaign. It’s not charity work. It’s smart business. It’s a strategy. It’s about understanding culture, nuance, values and building authentic relationships that last.

 

Let’s also be clear. DEI is about equity and inclusion within organizations. Hispanic marketing is about connecting with real people in the real world in ways that resonate and convert.

 

They are not the same. And when budgets get tight or DEI becomes politically uncomfortable, guess which investment usually disappears first? Bingo. We’ve seen it time and again. And it sends a message, even if it’s unintentional.

 

During Hispanic Heritage Month, brands face a choice. They can show up meaningfully, not just with maracas and hashtags, but with a long-term vision.

 

Or they can sit it out. But understand what that signals to a community that shows up every single day, to work, to build, to buy, to lead, and yes, to celebrate.

 

I’ve spent more than two decades working with this audience. One thing I can tell you: Latinos are incredibly loyal. But we also notice who’s there for the long haul and who shows up only for the party.

 

So, if you’re asking what’s the right way to show up, here’s a start. Let Hispanic Heritage Month be the kickoff, not the culmination. Make it the start of a deeper commitment. Not a one-month campaign but a lasting relationship.

 

If Latinos already account for approximately $4 trillion in U.S. purchasing power in 2024, wouldn’t it make sense to allocate a proportionate share of your marketing budget?

 

After all, much of your Gen Z audience is Hispanic-born and represents the future. Hispanics are significantly overrepresented in younger demographics.

 

Yes, we know how to throw a party. But even more, we know how to build. We bring creativity, resilience, pride, and passion to everything we do. And we’re ready to stand with brands that stand with us, not just in September, but always.

17144: Chilling Thoughts On ICE Recruitment Campaigns.

 

USA TODAY reported ICE is recruiting agents with extensive advertising campaigns.

 

The marketing maneuvers pose dizzying issues, dilemmas, and dark comedy.

 

For starters, candidates might ideally be required to have bilingual skills, presenting DEIBA+ recruitment opportunities. However, President Donald J. Trump’s administration instituted measures to ban such targeted practices. On the flipside, it’s unlikely minorities would be eager to apply for ICE jobs.

 

Are the campaigns being handled by a White advertising agency? Per the previously mentioned political mandates, it’s safe to say minority advertising agencies are effectively banned from offering services. Then again, Latino advertising agencies have already demonstrated countering responses to ICE operations. But at least such shops won’t experience Prime Redlining.

 

To summarize, the ICE campaigns will probably be produced by an exclusively White advertising agency—ultimately creating an exclusively White ICE force.

 

It all presents more reasons to believe ICE is not cool.

 

ICE is recruiting agents with incentives, massive ad campaigns. Sheriffs aren’t happy.

 

ICE just made it more attractive to become an immigration agent, with a $50k signing bonus. But are they hurting local law enforcement in the process?

 

By Trevor Hughes, USA TODAY

 

Get ready for ICE to flood your social media feeds.

 

Dangling bonuses of up to $50,000, federal officials are launching a massive recruitment campaign to hire more than 14,000 immigration agents, attorneys and other workers to help execute President Donald Trump’s border crackdown. The president is newly flush with billions in funding and wants to deport 1 million people annually with the help of Immigration and Customs Enforcement agents.

 

“America needs you,” reads one of the ICE recruiting ads, featuring a finger-pointing Uncle Sam, evoking WWI recruiting posters. “America has been invaded by criminals and predators. We need YOU to get them out.”

 

The federal spending plan funds the hiring of 10,000 new ICE agents, making ICE the single-largest law enforcement agency in the country, larger than the FBI, DEA, ATF and other agencies combined. For comparison, the FBI only has about 13,700 special agents, according to the Department of Justice.

 

Even before the new hires take their posts, the dramatic expansion of public ICE operations has upset communities from coast to coast, and raised questions about the tactics agents have used as they’ve chased suspects across Home Depot parking lots, farm fields and into medical buildings.

 

The aggressive recruitment efforts have also angered local sheriffs worried that deputies in already understaffed offices will be lured away by the big bonuses and higher pay.

 

“It is tone deaf and reflects a total lack of judgment and character on their part,” Jonathan Thompson, the executive director and CEO of the National Sheriff’s Association, said of a recruiting offer emailed to local deputies nationwide. “This is either galactically stupid or purposefully malicious. You’re just robbing Peter to pay Paul. And in this case, you’re robbing the poorest of Peter to pay the richest of Paul.”

 

Massive media blitz, incentives and job offers

 

Bolstered by new staffing, federal officials have promised to further flood Democrat-run cities with deportation officers in response to a lack of cooperation in executing Trump’s get-tough approach that has targeted undocumented immigrations with or without criminal records.

 

The Department of Homeland Security has already begun hiring for the new jobs. Federal officials are planning a massive social media blitz to reach recruits, potentially advertising on YouTube and SnapChat, but also on connected TVs via Hulu and Amazon Prime.

 

In addition to the signing bonuses, ICE is offering up to $60,000 in student loan forgiveness, although applicants don’t need to have college degrees to be considered for some of the jobs.

 

ICE officials on July 31 announced they’ve made 1,000 job offers since Trump signed the funding law. Among those receiving job offers are retired ICE agents who quit during the Biden administration, said acting ICE Director Todd M. Lyons in a statement.

 

“They couldn’t do the jobs they signed up to do,” Lyons said. “Now, people are lining up to work with us because they know our officers and agents are allowed to enforce immigration law fairly and across the board, and that’s a cause people really believe in.”

 

Applicants ‘should expect a certain level of risk’

 

White House officials say there’s been an 830% increase in assaults against agents through July 14th, compared with the same period last year, and the recruiting materials say applicants “should expect a certain level of risk,” but that they will be trained to take “every precaution” in remaining safe.

 

How quickly ICE can bring aboard the new employees remains uncertain. U.S. Customs and Border Protection has long struggled to hire Border Patrol agents, who typically take more than 300 days to bring aboard, according to a 2024 GAO study.

 

Joe Gamaldi, the national vice president of the Fraternal Order of Police union, said he suspects ICE will face the same recruiting challenges as local departments. He said years of demonizing law enforcement by some politicians, activists and media has created a “toxic cocktail” that will make hiring challenging.

 

“Truth be told, all police agencies are competing for a small pool of people who are still willing to serve and literally die for their communities,” he said. “Bonuses and better pay will help, but ultimately police officers, and those interested in police work, want to serve for an agency and communities that appreciate them and don’t treat them like scum.”

 

Local sheriffs furious about ICE recruitment efforts

 

The aggressive hiring efforts have frustrated local law enforcement leaders who worry their officers will flock to better-paying federal jobs. Without telling local sheriffs in advance, ICE officials directly emailed recruitment offers to hundreds of deputies across the country.

 

Thompson, of the National Sheriff’s Association, said sheriffs feel betrayed by the move. Thompson said sheriffs agreed to send deputies to special immigration enforcement training designed for local police, only to then have ICE try to simply poach them away.

 

“It’s become a wildfire of discontent, and not how partners treat partners,” he said. “This is an embarrassment to this president, and it’s sad.”

 

Thompson said some sheriff’s offices currently have vacancies of 40% and predicted the ICE hiring spree could further winnow the ranks of local law enforcement.

 

Other policing experts have raised concerns about the risks of hiring so quickly.

 

National-security expert and commentator Garrett Graf, who investigated Border Patrol hiring surges after 9/11, said in a Substack post that ICE risks a surge of applications from Americans “specifically attracted by the rough-em-up, masked secret police tactics, no-holds-barred lawlessness that ICE has pursued since January.”

 

Graff added: “If you’re excited to dress up like you’re taking Fallujah for a raid of hard-working roofers in the Home Depot parking lot, working for ICE or CBP shouldn’t be for you.”

17096: Protests, Demonstrations, And Corporate Concerns.

 

As a follow-up to the previous post on how LA-based Latino advertising agencies are responding to the current protests and political proceedings, here’s an example of how White advertising agencies in global holding companies are responding—offering a cultural contrast that also distinguishes independent shops and network firms.

 

The Latino ad agencies proactively provide support to coworkers, clients, and communities, demonstrating concern and delivering caring response to issues directly impacting people.

 

The global holding companies—by virtue of communicating to a broader audience—cover all and any protests, planned protests, and demonstrations via a message from Real Estate & Facilities Operations. If an employee feels adversely affected, they are encouraged to connect with the Employee Assistance Program (or, presumably, relevant ERGs).

 

Of course, the corporation spouts, “Your safety and well-being are our top priorities.” Yet protests and demonstrations are essentially positioned as nuisances posing challenges to getting to the office—that is, it’s a hassle for commuting vs communities.

17094: Protests, Politics & People-Powered Proactivity.

 

Adweek reported on how Los Angeles-based Latino advertising agencies are responding to the current protests and political proceedings, providing support to coworkers, clients, and communities.

 

The engagement likely presents a sharp contrast to the responses of White advertising agencies in LA and beyond.

 

‘This is About Humanity’: How LA’s Hispanic Agencies are Responding to ICE Raids 

 

As fear spreads across Los Angeles, multicultural agencies are offering safety, support, and a message to brands: now is the time to show up

 

By Audrey Kemp

 

Downtown Los Angeles is under curfew as military vehicles rumble down Olympic Boulevard and protests continue across the city.

 

At LA’s ad agencies—particularly those led by and built to serve the Hispanic community—the fear is both intense and deeply personal.

 

Since June 6, when the U.S. Immigration and Customs Enforcement (ICE) launched coordinated raids across LA and into Orange County, dozens of undocumented immigrants have been detained at worksites including warehouses, car washes, and Home Depot parking lots.

 

Meanwhile, hundreds of demonstrators have taken to the streets, protesting what they describe as racially motivated attacks on Hispanic and immigrant communities.

 

In a federal intervention not seen since the 1992 Rodney King riots, National Guard troops have been deployed—without the governor’s request—to support ICE operations. As of Friday morning, June 13, President Trump has maintained temporary control of the National Guard in LA, after an appeals court ruling the night prior. Officials have indicated that the military-backed raids could continue for up to 60 days.

 

“They are us,” said Marina Filipelli, CEO of LA-based creative agency Orci, of those being detained. “They are our neighbors, our friends, and our family members. It’s really close to home.”

 

The situation, she said, has “shaken us to the core.”

 

“This is about humanity,” Filipelli continued. “Everyone deserves, in our country, to be treated with a certain level of respect and with due process.”

 

Here’s how LA’s advertising scene is responding to the situation on the ground. 

 

Addressing staff needs

 

When the raids began, Orci, which was founded by Mexican American immigrants in 1986, immediately addressed staff and offered the option to work remotely, despite the agency’s two-day in-office policy. Those who wanted to come in were invited to an open forum to talk about how they were feeling.

 

“We’ve always heard from people that come from other agencies or other workplaces that when these things happen, [they] feel very alienated when they go to work,” said Filipelli.

 

Acento, another LA-based agency founded by Mexican immigrants, is also allowing employees to work remotely, as many have to cross curfew zones or navigate public transit to get to work. The agency has an internal channel where team members share news and resources, and which offers safe space to connect. 

 

“We enjoy that kind of culture of flexibility, but also mutual support,” said Acento CEO Donnie Broxson.

 

Casanova//McCann, based in Costa Mesa, has remained open, but employees don’t have to come in. While most staff are legal residents or citizens, many still carry paperwork with them daily. 

 

“We’ve continued to remind people: keep your paperwork with you at all times,” said CEO Ingrid Smart. “It’s sad that we have to do that, but better safe than sorry.”

 

Smart, who owns the now-independent agency, which is certified as both minority- and female-owned, said Casanova is offering counseling support, mental wellness perks, and even a sound bath to help staff cope. 

 

“Our vision is to be the most caring agency, and we have to prove that to our employees on a daily basis,” she said.

 

At Relevant+, a Hispanic-owned media agency in LA, staff are being offered fully paid mental health days. The agency also shared know-your-rights guides and immigrant protection resources from trusted organizations, including the Immigrant Defense Project and Informed Immigrant.

 

“We didn’t want anyone to ‘power through’ this moment,” said CEO Jonathan Patton. “We wanted them to feel seen, supported, and held.”

 

Engaging clients and community—and speaking out

 

Acento has been bracing for this moment since Trump returned to the oval office January, Broxson said. 

 

Prior to the raids, the agency had already begun advising clients—including LA Metro, Banner Health, and Pacific Gas & Electric Company (PG&E)—on how to adjust their marketing campaigns to communicate safety and care in light of heightened fear among immigrant communities. 

 

The agency advised clients to adjust in-market messaging to emphasize security and proactively assure people that their brands were supportive to immigrants, and not a risk.

 

“The fear pervades all aspects of your life,” said Broxson. “It impacts your purchase decisions… We had already started adjusting our shopping and purchasing habits based on an uncertain economy and the tariff war. It adds an extra layer.”

 

Other agencies are supporting their communities. Orci, for its part, is matching employee donations to organizations like CHIRLA, which helps detainees and their families. And Casanova//McCann is encouraging staff to use their three paid annual volunteer days now, while also developing a community-focused pro bono initiative.

 

For Relevant+, standing up is about speaking up. The agency underscored its mission to empower the U.S. Hispanic community in a LinkedIn post that emphasized how many of its team members come from immigrant families shaped by sacrifice and that cultural advocacy is core to its identity.

 

“When dignity is on the line, we don’t look away,” the post read. “It’s not about left or right. It’s about human rights.”

 

“This particular wave of ICE raids felt especially cruel,” Patton added. “And what hit even harder was the silence that followed.”

 

Staying resilient

 

While agencies are doing what they can to support their talent in a turbulent situation, they underscored the role brands can play in showing up to support diverse audiences.

 

“This work can’t just exist when it fits a campaign cycle,” Patton said. “If you claim to stand with these communities, that has to mean something when it’s uncomfortable, when it actually costs something.”

 

Filipelli agreed: “To target U.S. Hispanics as an audience, to sell them products and services, but then turn your back on them when they’re being vilified in certain ways… just doesn’t sit quite right with me.”

 

As the protests continue on, all four agency leaders underscored the unique resilience of immigrant communities during times of crisis. 

 

“The immigrant mind is resilient, is strong, is fearless—and we are staying strong for our people and our consumers,” Smart said. “And we’re not going away anytime soon.”