• by Erik Sass  @eriksass1, November 20, 2014

Sprint’s new CEO, Marcelo Claure, is also its chief pitchman in a new national TV campaign targeting U.S. Hispanic audiences.

The new Spanish-language ad takes advantage of Claure’s own background as a native-born Bolivian immigrant to the U.S. in order to forge a connection with Hispanic consumers.

After a newscast-style introduction reviewing his achievements as not only the first Hispanic CEO of Sprint, but the first foreign-born Hispanic to lead any major U.S. telecommunications firm, Claure speaks directly to the camera in a conversational tone.

He promises to deliver “the vest value in wireless” for Sprint customers and affirms the importance of staying connected for Hispanics.

The ad, created by Sprint’s Hispanic agency Inspire, is set to debut on Univision affiliates during the Latin Grammy Awards tonight and will continue to air on all major Hispanic TV networks beginning Friday. The campaign will also include social media and other online elements.

Claure first made his name, and a $1 billion fortune, as the founder of Brightstar, which marketed mobile handsets and was eventually acquired by Sprint’s own corporate parent, Softbank, last year.

He stated: “As a Bolivian American, I understand what Hispanic consumers need from us as their wireless provider. We, of course, want to create the best customer experience for our Hispanic customers. With more than a third of U.S. Hispanics being foreign-born and most having relatives outside the U.S., I know how important it is for us to stay connected to our friends and family.”

Sprint has recently launched a number of initiatives targeting U.S. Hispanics with connections overseas, including new data plans, international calls with Sprint Mexico & More 500, and new group subscriptions for families.

Last week, Claure created a new sales division within the company targeting the Hispanic and multicultural markets.