Chispa, a dating and friendship app for the Latino community, launched its bold “AMOR WITH NO B.S.” campaign with an off-Broadway production that successfully merges classic Shakespearean themes with the complexities of modern Latino identity.
The one-night-only performance, directed by Estefanía Fadul and produced by Mexican filmmaker Roberto Sneider, garnered enthusiastic applause as it transformed Shakespeare’s iconic works— Romeo and Juliet, Twelfth Night, and Hamlet—through a fresh and culturally relevant lens.
“Reimagining Shakespeare from a Latino perspective isn’t merely about modernizing a classic—it’s a testament to how young Latino singles can own their cultural identities,” said Julia Estacolchic, head of Brand and Marketing at Chispa. “Our campaign champions the idea that real love flourishes when you cast off stereotypes and embrace who you truly are.”
Starring Diego Echeverria and Sofía Vilches, along with digital creators Eli Vazquez and Bralmarys Batista, the cast enlivened Shakespeare’s timeless narratives with a relatable vibrancy that speaks to the lives of contemporary Latino audiences.
“It’s refreshing to see such a universal theme like love interpreted through our cultural lens,” Echeverria said after the performance. “This is about our stories, our struggles, and our triumphs, and we are conveying that with humor, heart, and authenticity.”
The production’s 45-minute runtime was characterized by its dynamic interplay of traditional dialogue and modern humor, effectively addressing the nuances of dating in a globalized world.
Alongside the theatrical production, the “AMOR WITH NO B.S.” campaign incorporates a broad array of digital initiatives designed to spark conversations about love in today’s world. These include street performances featuring snippets of the play in unexpected urban locations—transforming everyday encounters into moments of artistry. “
“True romance doesn’t need a script,” Sneider said. “We’re hoping to capture real interactions and genuine connections while inspiring others to explore their own narratives.”
To further engage the community, behind-the-scenes content reveals candid glimpses into the production process, inviting viewers to witness the passion and teamwork that brought the project to fruition. The actors share their personal dating stories in the “My B.S. Story” video series, which highlights the awkwardness often tied to stereotypes in dating. “
We’ve all experienced those missteps and misunderstandings in romance,” Vilches said. “It’s about finding the humor in them and learning to embrace who we are.”
Chispa also integrated in-app features that resonate with their campaign values, such as stickers labeled “AMOR WITH NO B.S.” and “Free of Labels.” Push notifications are designed to encourage users to forge connections rooted in honesty and authenticity while giving voice to the campaign’s overarching message.
The campaign’s foundation lies in Chispa’s “Love and Stereotypes” survey, which reveals that 49% of respondents prefer to laugh off misconceptions about their heritage. This reveals resilience amidst cultural assumptions.
“This survey serves as a vital reminder that while stereotypes exist, our community is robust, and we approach such challenges with humor and grace,” Estacolchic said.
