This marketing campaign aims to impact the roots of Puerto Rico’s popular culture. No doubt it’s an appealing idea, but in an era when the banks reputation and their relationship with society couldn’t be more delicate, some may wonder: can a company use its money to “buy” the popular culture in an act of appropriationism?

Of course, the message on the campaign, this concept turns around the most popular song of Puerto Rico, couldn’t be more respectable – just press play to check how true this is – and, of course, any sane professional would question the effectivity of such an action, but could it draw a u-turn against Banco Popular?

Via TC Lab