Match Group’s Chispa and Majority Join Forces to Celebrate Bicultural Love

Match Group’s Chispa, a dating platform for US Latines, in collaboration with creative agency Majority, is introducing its first-ever brand campaign, 'Fluent in Amor.' An ode to love in the age of biculturalism, the campaign serves as an intimate window into the distinctly beautiful world of modern Latine dating. 

By showcasing the 200% Latino Identity, ‘Fluent in Amor’ honors the duality uniquely felt by millions of bicultural singles who are equally proud of their Latinidad and American identities. “No matter what you speak or how you identify, the language of love transcends all,” said Julia Estacolchic, senior brand director, Chispa. “We created this anthem to capture the authentic romance of two worlds coming together without inhibitions.”

The campaign debuted November 6, 2023. It was created in partnership with award-winning creative agency Majority. “Our Latine team members took great personal pride in the opportunity to create at the intersection of love, culture and heritage,” said, founding partner and chief marketing officer at Majority.

The film was directed by April Maxey, a proud Latina & LGBTQ+ advocate. It features beauty and fashion influencer Daisy Marquez; actress, singer, and advocate Amara La Negra; life coach and RuPaul Drag Race Pit Crew member, Bruno Alcantara, and top Gen Z content creator Pau Torres.