More and more, it seems, general market ad campaigns are being peppered with Spanish-language elements and references.
A recent television commercial for the Ford Edge features Yankees superstar Derek Jeter on the move throughout the town in his Ford Edge. Each place he goes there’s a person who says the phrase, “He’s got an edge.” Then there’s a cutaway shot of a Hispanic worker who says, “El tiene un Edge.” For non-Hispanics, this shot might serve as a bit of comic-relief, while it is sure to perk up the ears of Spanish-speakers.
Telecommunications company Time Warner recently aired a TV commercial, this one completely in English, but narrated by a male with a heavy Hispanic accent. The commercial publicized the company’s generally lower rates—particularly to Mexico. Wink, wink…
Popular sports shoemaker Nike has a similar element of Spanish-language messaging in their outdoor campaign promoting their new line f Basketball shoes. The executions show players jumping high over their opponents and slam-dunking the ball into the basket. Most of the ads are overlaid with text that reads “Mega-dunk” and other such things, but there is one showing a player jumping so high over his opponent that his mid-region is pressed right in his opponent’s face. The overlaid text reads, “No es bueno.” And right they are: Eso no es bueno...
But is this approach the result of advertisers trying to get more bang for there buck by broadening the appeal of such ads or is it a reflection of how Hispanic culture and language is becoming ingrained in mass culture? The reality is probably a bit of both.
As Latin culture becomes increasingly absorbed into the “general market,” look for more cross-over efforts that seek to reach Latinos and non-Hispanics concurrently.