“Unlucky Mentions” is a campaign that brings a classic Latin American superstition to life through live sports radio. In Ecuador, people believe that praising a rival athlete right before a play will jinx them — a moment known locally as “salting” a play. Cris-Sal, the country’s leading salt brand, decided to lean into this cultural truth in the most authentic place possible: real-time sports commentary. Working with Ecuador’s top radio commentators, the brand scripted and delivered more than 100 on-air jinxes during major sporting events throughout 2024. These “unlucky mentions” were disguised as natural compliments in the heat of the match, turning ordinary play-by-play narration into a playful ritual shared with millions of listeners. From football qualifiers to MMA fights and even the Olympic Games, each mention invited audiences to experience superstition, sport, and brand storytelling in a uniquely audio-driven way — making Cris-Sal part of one of Ecuador’s most memorable sporting years.