Few figures in Latin American pop culture have left as profound and lasting a mark as Roberto Gómez Bolaños — affectionately known as Chespirito. His characters, humor, and heart have transcended generations, making him not only a national treasure in Mexico, but a beloved icon across the region. To honor his legacy, HBO Max launched Chespirito: Sin Querer Queriendo, a biographical series that dives into the life behind the laughter. But beyond the screen, a carefully crafted marketing campaign helped set the tone for how this powerful story would connect with audiences.

We sat down with Eduardo Ruíz and Isabel Nava, two creative minds on the Warner Bros. Discovery Marketing team who were behind the campaign, to hear firsthand how they approached such an emotionally charged and culturally significant title — from strategy and storytelling, to nostalgia and national pride.

Behind every great campaign is a passionate team bringing powerful stories to life. Eduardo and Isabel share how they connected with audiences and honored Roberto Gómez Bolaños through this campaign:

Q: What was your specific role in the Sin Querer Queriendo campaign?

Eduardo: I led the Go-To-Market plan for Sin Querer Queriendo, working hand in hand with our extended team to bring this incredible project to life. Beyond the strategy and planning, our main goal was to share this magical story with the world — a tribute to Roberto Gómez Bolaños, a creative genius whose humor and characters have left a lasting mark on generations in Mexico and far beyond.

Isabel: My role was to ensure that all teams shared the same vision and campaign strategy, and as we progressed, to shape all the necessary messaging, creativity, tactics, and various executions to ensure the title’s success in the Mexican market and achieving alignment at a regional level.

Q: How did you build the campaign around Chespisito?

Isabel: We first saw the title, understood what it was about and the story it aimed to tell, and then we designed the campaign. This was especially important to understand the direction we needed to take and the real scope of what the content could offer, in order to create a campaign that did it justice. It was an exercise in deep commitment and hard work.

Q: Is there a specific memory or moment that stands out to you during the campaign process?

Eduardo: Interestingly, one of the moments I’m most proud of was the part that laid the foundation for the entire campaign — the initial briefing, when I had the chance to lead and inspire our external partners. Being able to share the essence of the project and watch their faces light up with emotion, listening to the memories Chespirito brought back, and seeing how deeply nostalgic they felt gave me complete certainty that we were working on something truly meaningful. That moment made it clear just how much of an impact this title could have.

Q: What part of the campaign are you most proud of?

Isabel: What makes me most proud of the campaign was achieving alignment at a regional level with all markets in LATAM, so we could move forward together with a unified campaign tone, a central message, and a cohesive creative thread. Speaking to the execution of the campaign in Mexico, my favorite part was the special outdoor placements and how striking the campaign looks out there for people to see. Also, our main campaign activation with the concept of interactive barrels was also a highlight. Beyond that, connecting with such a significant and influential legacy as that of this Mexican creative—and what his career means in terms of memory and nostalgia for many Mexicans and Latin Americans—fills me with pride to be Mexican and to share that same sentiment with the audience.

Q: What was the biggest challenge you faced during the campaign — and how did you overcome it?

Eduardo: One of the biggest challenges was finding the right balance between presenting Sin Querer Queriendo as a biographical series, while also preserving the emotional and nostalgic essence that would allow us to truly connect with our audience. To overcome this challenge, we grounded the campaign in a concept that celebrated not just the public figure, but the man whose humor shaped generations. By tapping into nostalgia and emotional reconnection, we invited audiences to revisit a joyful era filled with iconic characters, phrases, and moments — crafting a message that felt both intimate and timeless, resonating with longtime fans and new audiences alike.

Isabel: The biggest challenge for me, I believe, was understanding the audience’s initial stance toward receiving this title. Roberto Gómez Bolaños, Chespirito, is a beloved and admired figure, but also a controversial one with moments of debate. Specifically for Mexico, it was important to understand the range of nuances in this creator’s story in order to approach the campaign successfully. The way we addressed this challenge was through teamwork, analyzing data and audience insights, and having honest, deeply strategic conversations to design a campaign truly based on the needs of both the title and the audience.

Q: You work in marketing at Max — what was it like seeing the campaign and then watching the actual show?

Eduardo: Watching the campaign come to life and then seeing the show itself was a powerful reminder of what we can achieve as a brand. I felt proud of HBO Max’s ability to tell unique, meaningful stories — and genuinely moved by the potential this series had to spark conversation, connect generations, and become a true cultural phenomenon.

Q: Did anything about the show surprise you, even as someone working behind the scenes?

Eduardo: What truly surprised me was the emotional depth and production quality of the show. Even though I worked on the campaign, seeing how Roberto Gómez Bolaños’ life was portrayed — with such care, balance, and honesty — was incredibly moving. The series managed to capture both the magic behind his beloved characters and the personal struggles he faced, reminding us why he became a cultural icon who made Mexico shine on the world stage. There were moments that genuinely moved me to tears.

Isabel: What surprised me was getting to know one of the most iconic creative minds in the history of Mexico and Latin America—not just as a creator and icon, but also as a human being—and learning the lessons his career left behind for those who knew him and experienced his talent through his work.

Q: What makes Sin Querer Queriendo stand out from other series we’ve launched?

Eduardo: Sin Querer Queriendo stands out as the title with the greatest potential to connect with the widest range of Mexicans — across ages, backgrounds, and generations. It’s a story that transcends nostalgia to become a celebration of our cultural identity, not just in Mexico but throughout Latin America. It proves that a biographical series can still hold magic — the kind that brings joy, heals through laughter, and reminds us of the power of simple, genuine storytelling.

Isabel: What makes this title stand out is the story it tells, the way it tells it, and how it’s made. I believe it’s a story that’s been known from many angles and in many forms, but this one in particular is a new perspective the audience hasn’t seen before.

Campaigns like Sin Querer Queriendo are proof of what’s possible when creativity, cultural insight, and teamwork come together. Thanks to Eduardo, Isabel, and the entire LatAm marketing team, this campaign did more than promote a title — it celebrated a legacy.

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