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Pa lante is Spanish slang for go ahead or forward.
By Lyra HaleMar 10th, 2021, 1:02 pm
HBO is rebranding its Latinx outreach platforms in an effort to spark conversations, create content, and explore Latinx voices. HBO Max Pa’lante, the new apt rebranding, takes its name from the Spanish slang for “go ahead” or “forward.” But its meaning goes deeper than that, especially for someone Latinx like me. It’s a way of striving out of your comfort zone, pushing forward in spite of obstacles, and taking hold of the opportunities presented to you. It’s a concept, and understanding, built on empowerment. And it’s honestly a perfect choice for what HBO Max is trying to accomplish.
The name is Spanish slang for forward.
HBO has rebranded its Latino outreach platform as HBO Max Pa lante!, taking its name from the Spanish slang for forward. For more than a decade we ve been developing creative, audience-first campaigns that strategically engage Latinx, Black, Asian American and LGBTQ+ audiences, WarnerMedia senior vp multicultural marketing Jackie Gagne said in a statement. With the launch of HBO Max Pa lante!, we are creating a home for Latinx viewers and a community committed to nurturing Latino voices and sparking provocative conversations.
HBO Max is promoting its new brand in a variety of ways, starting with an animated Tapiz (tapestry) Manifesto illustrated by Katty Huertas, Daniel Moreno, COVL and Carolina Lopez Corominas and narrated by Cristela Alonzo, as well as a sizzle reel featuring Latino representation in its content: