# Playful Child Athlete Campaigns This Ad for Goya Canned Beans is Heartwarming and Funny By Rebecca Byers | Published 2015-07-30 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/goya References: [youtu.be](https://youtu.be/V_jdAl9BG5g) & [dieste](http://www.dieste.com/blog-entry/champion?wk=1) This endearing commercial for Goya canned beans follows the wide-eyed daydream of a mother as she prepares dinner for her family. The heartwarming spot sees the mother dreaming of her son winning a weightlifting competition and dramatizes it with a cast of strong looking professional athletes that inevitably lose to the young boy. The television spot successfully draws a parallel between the food product and providing children with nutrient-rich ingredients that aid in their growth and development, an enormous concern for many young parents. Although the ad doesn't appear in Spanish (the narrator even has a British accent), the commercial bridges a connection with young Hispanic parents with its honest depiction of Latino family life. The Goya 'Champion' ad was created for the canned beans brand by Dallas-based Hispanic ad agency Dieste, Inc. ## Trend Insights (Trend Hunter) - Score: 2.1/10 - Popularity: 12% | Activity: 43% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Child Athlete Advertising:** This trend opens opportunities for brands to use child athletes in their promotions to connect with young parents concerned about their children's growth and development. - **Heartwarming Family Commercials:** Creating ads that tug at the heartstrings of viewers through heartwarming family stories can be a highly effective way to connect with audiences. - **Food and Fitness Linkages:** Opportunities exist for brands to link their food products with fitness and health, especially for young children and parents. ### Sectors Adopting This - **Food and Beverage Industry:** Companies in the food and beverage industry can benefit from exploring this trend to connect with young parents and promote their products as healthy and nutritious for child athletes. - **Sports and Fitness Industry:** This trend provides opportunities for companies in the sports and fitness industry to tap into the growing market of child athletes and promote their products as essential for their growth and development. - **Advertising Industry:** The use of heartwarming family stories and child athletes in advertising campaigns can open new opportunities for creative storytelling by advertising agencies. ## Related on Trend Hunter - [Body-Positive Brand Campaigns](https://www.trendhunter.com/trends/doves-super-bowl-ad.md) - [Heartfelt Beverage Campaigns](https://www.trendhunter.com/trends/a-real-boost.md) - [Humorous Beans-Forward Campaigns](https://www.trendhunter.com/trends/ticket-exchange.md) - [Parent-Focused TV Campaigns](https://www.trendhunter.com/trends/naturefresh.md) - [Parent-Honoring Olympic Campaigns](https://www.trendhunter.com/trends/parents-of-team-canada-athletes.md) - [Honest Mealtime Campaigns](https://www.trendhunter.com/trends/guaranteed-to-be-eaten-by-kids.md) - [Comforting Oat Bar Ads](https://www.trendhunter.com/trends/campaign-for-bobos.md) - [Thematic Athlete-Celebrating Dairy Commercials](https://www.trendhunter.com/trends/dairy-commercial.md) - [Motivational Athlete Campaigns](https://www.trendhunter.com/trends/adidas-you-got-this.md)