I wish there were more agencies straying away from the obvious. There seem to be five recurring themes in Hispanic advertising:
- Mom, kids an the abuela in the kitchen.
- Variations on the “deserve” theme: “Becuase your familia deserves the best…” or “you work hard for oyur family, so you deserve…”
- “Slice of life” situations that seem very stiff… in a way just reading the brief: “Maria, where did you get that blouse?” “Oh, I got it at the summer sale of So-and-So store, where they have amazing prices and great selection…”
- LOUD fast speaking announcer “LAST DAYS, NO INTEREST, NO PAYMENTSSSSSS!”
- Sex. Just put up a scantily clad hoochie and add product at the end.
That been said, I do like watching ads on category 5. No particular marketing reason, but I disgress.
The challenge is to make advertising that is effective, relevant and that it’s truly different from the rest.
It’s to approach the objectives of the client with a well thought out creative approach, that is deeply roted in insights and strategy, not defined by stereotypes and tried-and-true ways of the past.