Moving a brand from consideration to choice is nothing out of the norm. We all want to be chosen. And that goes for Ortega Tacos as well. So we created Blu, the sadomasochistic pinata. All Blu wanted was for you to hit him. Hard. With whatever instruments of violence there are laying around. His goal was to release all the Ortega goodness inside of him so you could enjoy it. The first two spots introduce Blu and play up his need to be smacked around.

The TV was followed by webisodes that lived on the Ortega site that took his need for pain to the extreme.

We also created an interactive site for Ortega where Blu encourages you to beat him. As you swing the bat at Blu he breaks into pieces spouting wisdom and all the Ortega goodness inside of him.