Apple Celebrates the Magic of Lotería and Música Mexicana in New Film Starring Iván Cornejo
Apple blends Música Mexicana (the fastest-growing Latin music sub-genre) and the traditional Mexican board game of chance, Lotería in its latest Shot on iPhone campaign. The campaign pays homage to Mexican and Hispanic roots.
The integrated campaign, called “Suerte”, spotlights the journey of a young Hispanic artist played by Iván Cornejo, on a journey to overcome creative block through an intense connection with his roots. The artist has support from characters in the traditional game of Lotería, such as a fish, the devil, and a mermaid. They then aid him in finding his musical inspiration and writing his new song.
The campaign is told through the lens of iPhone 15 Pro and stars the 20-year-old singer-songwriter Iván Cornejo, debuting his new song “Intercambio Injusto.” Iván epitomises the modernization of Música Mexicana and is known for his melodic sounds. He gained recognition for his authentic take on the genre by landing No. 10 on Billboard’s 2023 year-end Top Latin Artists chart, quickly becoming a beloved figure in the regional Mexican music scene.
The campaign also features Música Mexicana artist Eden Muñoz, Maria Zardoya (lead singer of Indie Latin band The Marías), and Mexico City-based producer Camilo Lara.
The campaign was directed by Cliqua (the Los Angeles-based duo of Mexican-American directors Pasqual Guttierez and Raul 'RJ' Sanchez). They are known for their innovative music videos with renowned Latin artists. The directors use key iPhone 15 Pro features, including 5x optical zoom, Action mode, Cinematic mode, and Low Light, to creatively celebrate Música Mexicana in a first-of-its-kind cinematic storytelling.
The campaign will appear on digital, TV, and social across both markets. There will also be a supporting OOH campaign in Mexico.
Apple is hosting a special Today@Apple session on July 15th in Antara, Mexico City. At this event there will be a 30-minute live performance with Ivan Cornejo in partnership with Apple Music.
