Telemundo has debuted the first installment in a planned series of promotional spots featuring Julio Vaqueiro, the anchor of its flagship evening newscast, “Noticias Telemundo.” The advertisement underscores Vaqueiro’s rapport with viewers and promotes the program's motto: “Las cosas como son” (“Telling it like it is”). “The campaign focuses on the messaging that this is Julio’s moment — he is a fresh voice in Spanish-language media and has quickly earned a reputation as a trusted anchor known for incisive newsmaker interviews and on-the-ground reporting during major news events,” the network stated.
Telemundo intends to release additional promotional materials as part of this ongoing campaign, with some planned for airing on other networks. The initial spot is available in various formats: 30- and 45-second versions in 16:9, 9:16, and 4:5 aspect ratios to optimize for different screen sizes. It incorporates a dynamic musical score, an announcer’s narration, and footage of Vaqueiro interacting with Latino communities across the United States, interwoven with studio shots. Many scenes depict pertinent issues within the Latino community, including immigration and border security, alongside broader themes such as community support and financial matters.
The promos incorporate the broadcast’s on-air aesthetic—steel blue backgrounds and vertical rectangles—through blue-tinted overlays with boxes that allow full-color focal points. This technique strategically highlights Vaqueiro, often showcasing him in full color while the surrounding scene remains subtly blue-tinted. The anchor sometimes appears “cut out” from the background, with parts of the un-tinted image extending beyond the box, adding depth to the otherwise flat graphic style. On-screen text, bold sans-serif typography accented with red rectangles, emphasizes key messages like “More answers” and “Closer to community.”
With this promotional campaign, Telemundo is capitalizing on the success of “Noticias Telemundo,” which, according to the network and Nielsen data, is the only broadcast evening news program to exhibit year-over-year total viewer growth.