In a category losing subscribers to streaming, Comcast needed more than “another cable box” to retain and regain Hispanic market leadership. Gallegos United positioned Language Choice—the first-of-its-kind feature allowing viewers to switch between English and Spanish at any point—as an authentic reflection of bicultural life, where Spanish is often the language of emotion and identity. We brought the idea to life with a question-led campaign that invited bilinguals to share how they naturally code-switch (“In what language do you dream, talk trash, say ‘I love you’?”), supported by emotionally charged short-form videos, creator partnerships, and a bilingual media strategy spanning Spanish and English networks, digital video, and social. Result: the most successful campaign in Xfinity/Comcast history, driving an unprecedented 420% YoY increase in net Hispanic cable subscribers and turning around the business in a declining industry.