Saturday, February 28, 2009

Hispanic Crossover Success

In my line of work, I spend a lot of time convincing clients about the value of cultural relevance in advertising. We explain why simply translating work from English to Spanish-language is not effective. It's not about the language - it's about talking to Hispanics by using their culture as a way to their heart.

With this approach, my agency develops a lot of original creative work for Latinos. Mostly, our creative runs on Hispanic targeted media outlets like Univision and Telemundo.

Yet, there are occasions when we create work that transcends the original target audience. Creative that tugs at the heart or makes you laugh regardless of your ethnicity. It's in these instances that we realize that in spite of our cultural differences, we as humans have way more similarities.

Creativity is an online magazine that celebrates the best creative campaigns. Our agency's work for Wendy's was just highlighted by their Ad Critic Pick of the Week. This is only the third time that a Hispanic-targeted campaign has been selected. It's certainly a reminder that any differences between us are differences in small increments. Enjoy the ad.

1 comment:

  1. I agree with your comment that "we as humans have way more similiarities." I remember watching the world cup in 2006 with my father, who just fell in love with the Adidas commercial (Jose +10). He couldn't understand a word of it...but it transcended cultures. I feel he would react the same way to your Wendy's commecial. Brilliant.