Jane The Virgin star Gina Rodriguez’s emotional acceptance speech for best actress in a comedy series was among the highlights at the Golden Globes in January. Portions from the aspirational address as well as Rodriguez’s equally well-received comments at last summer’s TCA press tour about her mission as an actress looking to break Latino stereotypes have become a centerpiece of CBS TV Studios’ Emmy campaign for the hourlong CW series, which successfully petitioned to compete as a comedy.

Rodriguez’s own words aboJane Ad 100pxut fulfilling her dream and representing her Hispanic community are used instead of the customary praising quotes from critics on both the Jane The Virgin mailer and an FYC ad for the show. Also keeping with the Latin roots of the series, whose supporting actor Jaime Camil — a popular Mexican actor making his American series debut — is a formidable Emmy contender alongside Rodriguez, Jane will expand its campaign to target the Hispanic community with ads in La Opinion and Variety Latino.

That will be in addition to a traditional awards campaign, including a FYC site, which will go live tomorrow. Here is Jane The Virgin‘s Emmy promo video:

Loading video...