MADRE's Jorge Aguilera Celebrates Hispanic Heritage Through Emotional Film for Publix
The popular supermarket chain Publix has tapped director Jorge Aguilera to helm its latest spot commemorating Hispanic Heritage Month (September 15–October 15). Delivered with premium craftsmanship and cultural care, the team behind this film has imbued it with a vibrant energy that celebrates generational legacy through subtle detail and heartfelt performances.
The story unfolds with a grandfather and grandson flipping through vinyl records to set the rhythm for their time in the kitchen. For the role of the grandfather, a musician of Mexican and Native heritage was cast, grounding the piece in authenticity. As he prepares café de olla (Mexican spiced coffee), the grandfather recalls his mother’s timeless advice: “Let the spices follow your heart.” When he finishes, the boy intuitively takes the spoon and stirs the clay pot himself—a quiet but powerful gesture that shows the ritual and memory of his great-grandmother now moving through him. Later, joined by the boy’s mother, the family gathers to savor sweet bread after the meal. In a tender final moment, the grandfather crowns the boy with his signature hat, a symbolic passing of tradition.
Lovingly captured through naturalistic scenes and atmospheric visuals, the film feels less like an advertisement and more like a short story. Grounded in emotion rather than artifice, it layers cultural cues and personal touches that honor the family’s roots. Centered on the food from Publix and the connections it inspires, the spot shows how ingredients—and heritage—flow seamlessly across generations.
Jorge Aguilera is repped by Madrefoca (Mexico) and MADRE (US), where he is also a founding partner.
Jorge Aguilera, Director: “I connected deeply to this material because I grew up in the U.S. at a young age and have always lived a bicultural life. Those traditions become anchors that shape our identity and connect us back to our roots. Working with Publix’s Gemini Thauberger and Lauren Wilson was a gift; they were always open to cultural subtleties and committed to creating an elegant, subtle nod to Hispanic heritage. That spirit of collaboration made this project especially meaningful.”
CREDITS
Executive Producer: Paulina Zuluaga
Line Producer: Fred Daniels
Director: Jorge Aguilera
DP: Tod Campbell
Production Designers: Kayla Kummerl and Kristen Kummerl
Social Director: Sarah Clift
Publix
HOP: Gretchen Siss
EP: Joseph O’Brien
GCD: Emily Woodrow
Producer: Jason Stephens
Creative Director: Matt Reucker
Art Director: Gemini Thauberger
Copywriter: Lauren Wilson
Multicultural Content Strategist: Mirda Burgess
Post Production
Editor: Juan Fontana
Color: Ryan McNeal
Sound: Matias Barberis
Post Production: Edith Sanchez
