The Action Plan

Many successful companies start as partnerships within families before they grow outward into their communities, and Hispanic businesses are no different. This cultural insight served as the foundation of the campaign.

To connect Brother to this insight, we needed to:

•   Capture the spirit of a thriving Latino-Owned business in action
•   Show Brother printers as the background rhythm for the business’s day-to-day work

We also needed to show families working together while using Brother printers at the same time. This plan required video, a medium capable of weaving the hustle of a thriving business — and the rhythmic background of the business’s routine operations — into one message: Puro Hustle.

But every good video needs a good subject.

Executing the Plan

Enter the Perdomo brothers who run a successful chain of men’s barber shops in Miami. Our team discovered the Perdomos after creating a list of Latino-owned businesses with significant social media followings. Over 20 years the Perdomos have expanded to 22 locations in South Florida. These brothers epitomize the spirit of Hispainc family-owned businesses: Puro Hustle. Plus, the brothers’ energetic work environment is perfect for video.

In the video, we focused the Perdomos energy back onto the Brother printers working seamlessly in the background. In short, the Perdomos brothers co-starred with their Brother printer, and the Brother app, in the starring role.

The Results

The resulting 15-second video, “Pure Hustle,” appeared in New York City’s Times Square, the epicenter of advertising, in the fall of 2022, during Hispanic Heritage Month.

This iconic placement fit the campaign because it reflected the journey of the Perdomo brothers, a journey from a dream to a place on the world’s biggest stage, a journey that Brother International Corp. is proud to be part of.