PACO communications

Hispanic Heritage Month – Latino Advertisements

By Elizabeth Reinhardt

It’s upon us once again! Hispanic Heritage Month begins this week and to celebrate, we decided to look into some advertisements that are floating around the Latin American countries that celebrate their día de la independencia during this month-long stretch between September 15 and October 15.

As a Hispanic marketing agency, PACO has strong personal and professional connections to Hispanic Heritage Month. Here are seven advertisements from the seven countries (Chile, Costa Rica, El Salvador Guatemala Honduras, México y Nicaragua) that gained independence during this time. While these advertisements are not specifically about their independence, they do demonstrate the country and are shining examples of their advertising culture.

Chile

Chilean integrated communications agency Global Interactive created the first Pinterest website. Using the cover of their pin boards to create a singular image, Global Interactive used their Pinterest to demonstrate all of the content found on their website (plus some pins, of course). While not an advertisement, it certainly is a creative way to show the agency’s ingenuity.

 

 

Costa Rica

Publimark Lowe, an advertising agency that is part of the Lowe and Partners Worldwide group, created this advertisement for the San Jose Blood Bank. They were challenged with creating a single newspaper ad to create awareness for the blood bank. Through ad placement, (it was wrapped around the outside of the paper, to allow the rubber band to form a tunicate) they were able to give the ad primary viewership.

El Salvador

Usng recognizable sports figures is a tried and true marketing tactic around the world. The number one agency in El Salvador from 2005 to 2011, APEX BBDO used that in this Digicel commercial. Digicel, a sponsor of La Selecta, created this silly, yet effective advertisement for the “bring your pet” game in 2012.

 

 

Guatemala

One in a series of print ads for Parma Dairy, the message is simple: life is more complex today. Kids need more nutrients, which they can get from Parma Dairy products. These ads are relatable for kids and parents in any culture. The advertisements were created by El Taier/TribuDDB.

Honduras

Created in 2011 by Excell Ogilvy Honduras, this Valentine’s Day campaign for Honda was creative and interactive. Their waiter gave couples who visited select restaurants a ring box when they asked for the bill. Inside the box was a key for one of the Honda vehicles parked in the restaurant’s lot. The couple was then invited to “fall in love” with the vehicle through a test drive. They could also take the key to a Honda payment facility to test drive. This campaign caused a 40% increase in Honda’s potential client segment.

Mexico

The +KOTA commercials, created by Young and Rubicam entertain with images of cute dogs acting like their owners. Although the relationship between a dog and its owner is nothing new, there are few things that dog owners (the obvious demographic of this commercial) can resist that humanize their beloved pets. You can view the +KOTA: He commercial here.

 

Nicaragua

In a world filled with concern for the health and future of its planet, this series of print advertisements by TBWA truly hits home. By demonstrating the lifespan of a plastic bottle and a battery through a pop culture time line, the group “Yo No Tiro Basura” is able to get its point across in an effective, yet culturally relevant way.

Latino advertisers across the globe are making world-class advertisements that demonstrate each country’s culture and values. Nevertheless, the aspect of these commercials that sticks out is that, despite the cultural nuances, they could work in almost any market. They connect with a consumer using what we here at PACO call “inherent truths.” So as you begin your celebrations for Hispanic Heritage Month, remember that each Hispanic culture possesses its own beautiful culture. That Spanish is not a singular language. And that everyone, of every unique culture, is united through inherent truths.