Posted by Elena del Valle on July 19, 2010
A scene in Papas Brujería
Photos, videos: Heineken USA
Heineken USA is relying on Mexican humor and folklore to win the loyalty of Mexican Newcomer consumers, Mexican men between 21 and 34 years of age living in the United States less than 10 years. The beer maker recently launched Tecate Light Papas, a broadcast, out-of-home and retail marketing campaign, including three Spanish language 30-second ads filmed and produced in Mexico City, Mexico, for Tecate Light. Scroll down to watch the three ads in Spanish.
The Tecate Light Papas television commercials, which took three months to film and produce in Mexico, are scheduled to air concurrently from May to September 2010 on Univision, Telemundo, Azteca America and Estrella TV in markets where the beer is available, including Arizona, California, and Texas.
Christian McMahan, chief marketing officer, Heineken USA
“With this installment of Tecate Light’s Papás campaign, we’re creating continuity of two characters that connect emotionally with the brand’s core consumer, Mexican men making a living in the U.S. Most importantly, by incorporating humoristic and visual elements that only they would understand, Tecate Light is further positioned as an authentic Mexican light cerveza that offers them much more than just another light beer option,” said Christian McMahan, chief marketing officer, Heineken USA.
The three spots, peppered with Mexican slang, humor and culture and the brand tagline “Por los que quieren más” (“For those who want more”), feature two Mexican parents whose son, José, lives in the United States and drinks light beers that, according to the ads, don’t compare to the flavor of Tecate Light.
A scene in Papas Garrafon
In one of the ads, for example, the mother, who believes that her son has been cursed into drinking other brands, performs a limpia, or a cleansing, on his portrait. In the second commercial, the parents become clearly agitated as the local water boy walks by the house offering his services, reminding them that their son prefers watered down beers.
A scene in Papas Gringos, the third ad with replacement parents
In the third ad an American couple pretend to be José’s parents and talk to him in a heavily-accented Spanish. Soon his real mother and father appear saying “Since you keep drinking light beer from over there, does it mean you’re also looking to replace us?” The ad closes with the American and Mexican dads comparing their pronunciation of light beer.
The three commercials were directed by Simón Bross, who also help create Tecate’s Anthem 3 campaign released in April 2010 (see Heineken launches new Tecate Spanish language ad campaign targeting men 21 to 34). Adrenalina, the brand’s advertising agency, created the ads; Media Vest’s MV42 Degrees handled the media buy.
Manuel Wernicky, president, Adrenalina
“The Papás have become iconic characters who represent the different mindsets newcomers experience as they straddle two worlds,” said Manuel Wernicky, president, chief ideas officer and managing partner, Adrenalina.
Posted by Elena del Valle on July 7, 2010
Memo Ochoa in an Allstate campaign ad – click on image to enlarge
Photo, videos: Allstate
Allstate wants to win over 18 to 49 year old men who prefer to watch television in Spanish. Toward that end representatives of the Illinois based insurance company dedicated several weeks to filming (and producing) two 30-second Spanish language television commercials in Mexico City, Mexico. Scroll down to watch the two ads, Gloves and Wall, in Spanish.
Work on the ads for an undisclosed budget was the responsibility of several people from Lapiz (production), White House (editing), Absolute Post (post production), CO3 (transfer), Human (music), and Another Country (sound design). Lapiz, under the creative direction of Javier Osorio and Eduardo Cintron, led the conception and production of the TV commercials. Briton Gerard de Thame was in charge of the direction.
The commercials are airing through the World Cup and beyond on Univision, Telemundo, Galavision, Telefutura, TV Azteca, and all their affiliates as well as ESPN and its affiliates. The spots should also stream online on major Spanish language sports sites and ESPN.com.
Gloves first aired May 2010 while the Mexican National Team played in a series of friendly matches throughout the United States. Wall made its debut during the start of the World Cup on June 11, 2010.
According to an Allstate representative, the company that provides insurance products to more than 17 million households has been the exclusive sponsor of the Mexican National Team for the past four years. During that time, Allstate representatives have developed several television ads with a soccer theme including some that have featured Memo Ochoa (Francisco Guillermo Ochoa Magaña), a Mexican football goalkeeper. Although the Mexican National Team is based in Mexico every year they play friendly matches in the United States. Allstate executives hope to take advantage of the game’s popularity to expand the insurance brand among team fans.
Marketers at the insurer believe the ads have resonated well with fans of the Mexican National Team, the sport in general, and among the general Hispanic population in the United States. Allstate also developed print, radio and online advertising in support of this program, linking to its soccer communication platform: Proteccion es la jugada (Protection is our game).
As part of the campaign, Luis Roberto Alves “Zague,” a former Mexican footballer, is scheduled to twitter live from South Africa throughout the World Cup and share blog entries in an interactive website, proteccioneslajugada.com. Through the site it is possible to send messages “via the bleachers,” orchestrate team chants, customize a soccer ball, and place Memo Ochoa’s hair on personal photos.
The Allstate Financial Group, founded in 1931 as part of Sears, Roebuck & Co., sells life and supplemental accident and health insurance, annuity, banking and retirement insurance to individuals and companies through company owned and independent agencies, financial institutions and broker-dealers. According to the company website (KeyMetrics 2009), 27.4 percent of its employees are minority members divided as follows: 16.2 percent of its employees are African American, 8.3 percent are Hispanic, 4.3 percent are Asian and .4 percent are Native American. When it comes to officers and managers the company workforces is 21 percent diverse: 8.6 African American, 7 percent Hispanic, 3.6 percent Asian and .5 percent Native American. In 2009, there was one African American on the company board of directors.
Posted by Elena del Valle on July 2, 2010
Nicolas Cage and Jay Baruchel in a scene in The Sorcerer’s Apprentice
Photos, video: Abbot Genser, Walt Disney Pictures, Jerry Bruckheimer Films
Last month, Walt Disney Pictures and Jerry Bruckheimer Films released Prince of Persia the Sands of Time (see Watch video – Bruckheimer, Disney release Middle Eastern themed adventure movie). They are at it again. On July 16, 2010 they will release yet another remake of The Sorcerer’s Apprentice. Directed by Jon Turteltaub the movie stars Nicolas Cage, Jay Baruchel, Alfred Molina, Teresa Palmer, Monica Bellucci and Toby Kebbell. The publicity staff released few details and made no advance copies available for screening. Scroll down to watch a trailer.
According to the Internet Movie Database, the movie was filmed in Brooklyn, New York City, and Bryant Park, Manhattan. Those with a long memory may recall the nine-minute segment by the same name in Fantasia, Disney’s well known animated eight part feature set to classical music and produced in the 1930s. The story itself was derived from Goethe’s poem Der Zauberlehrling. In it wizard Yen Sid’s lazy assistant tries to work magic to avoid chores. He gets into trouble because he does not know how to properly control the magic he sets into motion.
In 1980 there was a 22-minute Sorcerer’s Apprentice animated film narrated by Vincent Price. In 2002, there was another film by the same title starring Robert Dav and Kelly LeBrock. Cage and Bruckheimer have a history of working together. This is Cage’s seventh collaboration with the producer following The Rock, Con Air, Gone in 60 Seconds, National Treasure, National Treasure: Book of Secrets and G-Force.
Official poster of the film – click on image to enlarge
In the movie, Dave (Jay Baruchel) appears to be an average college student until Balthazar Blake (Nicolas Cage), a sorcerer, recruits him as his reluctant assistant. This is followed swiftly by a crash course in magic. Of course it couldn’t be all fun and no danger. Dave has to battle the forces of darkness, in Manhattan, relying on courage he didn’t know he had to survive his training, save the city and get the girl.
Posted by Elena del Valle on June 25, 2010
A scene from The Last Airbender – click on image to enlarge
Photos, video: Paramount Pictures, Nickelodeon Movies
The Last Airbende is an avatar able to manipulate the four elements, Air, Water, Earth, and Fire in the hopes of restoring balance to his war torn world. That’s a heavy burden for a young boy to carry. It is no wonder the story is from children’s television. M. Night Shyamalan wrote, produced, directed and converted an animated Nickelodeon TV series into an action film starring Dev Patel, Jackson Rathbone, Nicola Peltz, Cliff Curtis, Shaun Toub, Aasif Mandvi and Noah Ringer. The Paramount Pictures and Nickelodeon Movies film opens in theaters nationwide July 1, 2010. Scroll down to see a trailer.
A scene from The Last Airbender – click on image to enlarge
In this first film of the story Aang (Noah Ringer) is caught in the middle of a struggle between his world’s four nations when the Fire Nation declares war against the others. After a century without hope Aang discovers he is the lone Avatar who can manipulate the four elements. The hairless young boy teams up with Katara (Nicola Peltz), a Waterbender, and her brother, Sokka (Jackson Rathbone), to find a way toward peace.
Manoj Nelliattu Shyamalan, known professionally as M. Night Shyamalan, is an Academy Award-nominated Indian American film writer, director, and producer. He is best known for the 1999 film The Sixth Sense, starring Bruce Willis and Haley Joel Osment, which grossed $600 million worldwide.
Posted by Elena del Valle on May 28, 2010
Nora’s Will poster
José looking through binoculars in Nora’s Will
Photos, video: Menemsha Films
Cinco días sin Nora, titled Nora’s Will in English, is at first glance a film about love and what happens when a woman controls events from the grave, well some events in the lives of her loved ones anyway. On closer inspection, the Spanish language movie with English subtitles provides an opportunity for introspection withing a sad background, peppered with comic moments, of thorny issues relating to death, interpersonal relationships, selfishness, jealousy, professional ethics, suicide and society’s attitude toward it, Jewish and Catholic rites of passage, and hypocrisy that transcend a family’s life.
First time director Mariana Chenillo dedicated 92 minutes to the Mexican movie, first shown in 2008 and now being released by Menemsha Films in select theaters in South Florida. It is scheduled to be in theaters in New York in September and available on DVD later this year.Scroll down to watch a trailer of the film in Spanish with English subtitles.
Nora’s Will stood out at this year’s Ariel Awards held in Mexico City in April. At the event, the Mexican Film Academy named Cinco Dias Sin Nora Best Picture of the Year, Best First Work, and Best Original Screenplay. The judges also recognized its cast, score and make up with awards for Best Actor (Fernando Luján), Best Supporting Actress (Angelina Peláez), Best Original Score and Best Makeup. Chenillo, who wrote and directed the film, is the first woman director to win an Ariel Award for Best Picture.
Jose and Nora in their youth in Nora’s Will
Before dying, Nora, a Jewish woman, develops a plan to make José, her ex-husband, take care of her corpse. What she didn’t plan was that someone discovers a mysterious photograph forgotten under the bed. The incriminating photograph leads to an unexpected outcome which the movie maker designed to remind viewers that “the biggest love stories are sometimes hidden in the smallest places.” But is it a love story?
Director Mariana Chenillo
Chenillo, born in Mexico City in 1977, entered the Centro de Capacitación Cinematográfica of Mexico City in 1995, where she specialized in film directing. Since then, she has worked as a script girl, production manager, and as a production coordinator with several film directors. As a teacher, she has worked at the Centro de Capacitación Cinematográfica since 2005.
She was able to make the film with grant funding from the National Fund for the Arts and Culture (Jóvenes Creadores 2003-2004), the TyPa Foundation, the Rockefeller Foundation, the Hubert Bals Fund, the Mexican Film Institute, the Project Development Program for Operas Primas organized by the Centro de Capacitación Cinematográfica, and the FIDECINE public fund. The movie was shot in October and November of 2007.
Posted by Elena del Valle on May 21, 2010
The Prince of Persia poster
Photos, video: ThinkLatino, Andrew Cooper SMPSP, Disney Enterprises, Inc. Jerry Bruckheimer Inc.
Current thorny political issues with Iran notwithstanding mega successful Hollywood producer Jerry Bruckheimer and Disney Enterprises teamed up to make the Prince of Persia: the Sands of Time, a Middle Eastern themed adventure movie based on a video game and due to be released in theaters nationwide May 28, 2010. Scroll down to watch a trailer of the movie.
Like its namesake video game the movie follows an adventure seeking prince and a princess working together to prevent an angry despot from possibly destroying the world. The movie stars Jake Gyllenhaal as Dastan, the young prince, and Gemma Arterton, as the mysterious princess Tamina. They join forces to protect a powerful and ancient dagger capable of reversing time and allowing its possessor to rule the world.
Also in the film, directed by Mike Newell (Harry Potter and the Goblet of Fire), are Sir Ben Kingsley and Alfred Molina. The screenplay was by Boaz Yakin and Doug Miro and Carlo Bernard from a screen story by Jordan Mechner. The executive producers are Mike Stenson, Chad Oman, John August, Jordan Mechner, Patrick McCormick and Eric McLeod.
Gyllenhaal and Arterton in Prince of Persia
Academy Award-nominated Gyllenhaal is winner of the 2006 Best Supporting Actor award from the British Academy of Film and Television Arts (BAFTA) and the National Board of Review. He also earned Oscar and Screen Actors Guild SAG Award nominations for his performance as Jack Twist in Ang Lee’s Brokeback Mountain. Gyllenhaal recently completed production on Duncan Jones’ Source Code opposite Michelle Monaghan, and Ed Zwick’s Love and Other Drugs opposite Anne Hathaway due to be released by Twentieth Century Fox November 24, 2010.
Arterton made her feature-film debut in the role of Kelly, the head girl in St. Trinian’s, directed by Oliver Parker and Barnaby Thompson. In 2008, she played Agent Fields in Quantum of Solace, starring Daniel Craig in his second outing as Agent 007, as well as in the title role in BBC’s adaptation of Thomas Hardy’s Tess of the D’Urbervilles. Arterton had a supporting role in Guy Ritchie’s RocknRolla, and appeared in Pirate Radio.
Posted by Elena del Valle on May 12, 2010
A moment in the Box ad from the Anthem 3 campaign
Photos, video: Heineken USA Inc., Adrenalina
In mid April 2010, Heineken USA Inc. launched Anthem 3, a Spanish language Tecate beer ad campaign targeting Mexican men, ages 21 to 34, who have lived in the U.S. less than 10 years. Three 30-second ads were designed to depict the journey of Mexican men trying to establish a new life in the United States while celebrating their character. The new ads, available on Tecate.com and scheduled to air for one year on television, were meant to be a natural evolution from a similar campaign, Con Carácter (With Character), the company launched two years ago. Scroll down to watch the Boxing and Gran Manzana ads in Spanish.
Created by Adrenalina, Tecate’s New York City-based advertising agency the 30-second spots feature everyday characters such as Ezequiel Peña, a construction worker; Tomas Ortega, a window washer; and Jose Dominguez, a truck driver. Each storyline was developed to showcase the “individual boldness, masculinity, and character” these men man need to face life’s challenges. The producers hope that since the ads are set in New York and Los Angeles, consumers may relate to the situations the portray. To enforce the branding the characters toast their accomplishments with a Tecate at the end of each Spanish-language commercial.
A moment in the Tío Sam ad from the Anthem 3 campaign
The ad team hired Mexican director and producer Simón Bross, best known for his commercial work, to create the TV ads. In addition to the three Anthem 3 spots, the brand also developed a boxing- and soccer-themed commercial to support Tecate’s platforms. The first spot was scheduled to air April 12 on national and regional Spanish-language networks Univision, Telemundo, Azteca America, Galavision, and ESPN Deportes.
Christian McMahan, CMO, Heineken USA
“Tecate understands the challenges Mexican men face from the moment they wake up. Our approach with this campaign, which differs from previous Anthem ads, was to develop situation-relevant communication delivered by everyday individuals that will help establish a stronger emotional connection with our consumers,” said Christian McMahan, chief marketing officer, Heineken USA.
The campaign also includes new radio commercials that are a follow up to the Disclaimer spot, one of a series of radio ads rolled out in 2009. Each ad was designed to target consumers during various touch points of their day. The messages poke fun at men with ritualistic morning, day, or evening behaviors that some may consider less than manly or lacking character.
The radio ads are due to air on Univision Radio and other national and regional Spanish-language radio networks. Television, radio and out-of-home ads will be placed by Tecate’s media buying and planning agency MediaVest 42 Degrees.
Manuel Wernicky, president, CIO and managing partner, Adrenalina
“Two years ago when we started this campaign, we brought these men out of the shadows. This year, we’ve given them a name,” said Manuel Wernicky, president, chief ideas officer and managing partner, Adrenalina.
The commercial titles, produced by Cortez Brothers/García Bross in two months, are Gran Manzana, Toro, Box, Fútbol and Tío Sam. Staff involved in the project include: Eduardo Martinez, director of photography; Ivar Rodríguez, associate creative director; Ismael Díaz, art director; Julian García, copywriter; José Escobar, agency producer; Yonathan Bendesky, senior brand leader; and Ed Rivero, executive producer, Production House. The post production was the work of Wild Child Post.
Heineken USA Inc. is a subsidiary of Heineken International BV importer of: Heineken beers, Amstel Light, Newcastle Brown Ale, Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico. Adrenalina New York is part of the MDC Partners network.
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Filed Under: Video
Posted by Elena del Valle on May 10, 2010
A scene from the new Ace Hardware Spanish language ads
Photos, video: Revolucion, Ace Hardware Corp.
Hoping to attract Spanish speaking customers Ace Hardware launched its first Spanish language TV and radio ad campaign. In April, three 30-second Spanish-language TV spots began airing nationwide on Univision, Telemundo, Telefutura, Galavisión, ESPN Deportes and Fox Sports En Español. Two
Spanish-language radio spots were scheduled to air last month. Two Spanish language morning shows, Despierta América (Wake Up America) and Levántate (Get Up), are scheduled to feature advertorial how-to segments in tandem with the campaign which will end in June 2010. Scroll down to watch the video ads in Spanish.
In an effort to tap into the increasing buying power of the U.S. Hispanic market, estimated by some to be just shy of $1 trillion, the 86-year-old company reached out to Revolucion, a communications agency, in 2007. Relying on a trial campaign targeting Hispanics in late 2008 that resulted in a seven percent year-to-year jump at Ace’s Hispanic stores in Denver (defined as those with 15 percent or more
Latino shoppers) and outperformed non-Hispanic stores nationwide the hardware chain continued testing. Following a second effort that spring and summer in Denver, Sacramento and Chicago with “even greater success” Ace asked Revolucion executives to develop a national Spanish language ad campaign for 2010.
John Surane, vice president, consumer marketing, merchandising and paint, Ace Hardware
“We’ve seen strong results at retail by reaching out to the Hispanic market and understand the importance of communicating directly to these customers,” said John Surane, vice president, consumer marketing, merchandising and paint at Ace Hardware in a press release. “We identified a unique Hispanic insight that separates Ace from the big boxes.”
José González, partner, Revolucion
“In many countries, the ferretería (hardware store) is part of the local community where you’re always helped and can get in and out quickly,” said José González, partner, Revolucion in a press release. Ace is the place where Latinos can have that same customer experience in the U.S. and these spots convey that relevant message.”
In the Manifesto TV spot, a man is standing in a big box store looking frustrated and confused. The voice-over asks, “¿Qué pasó con la ferretería de la esquina? ¿Con la persona que estaba allí para ayudarte?” (“What ever happened to the corner hardware store? To the person who was always there to help you?”). The TV spots all end with the statement: “Menos tiempo dando vueltas. Más tiempo para lo importante.” (“Less time running in circles. More time for what’s important.”).
A scene from the new Ace Hardware Spanish language ads
The Revolucion team for the Ace Hardware campaign was Jose Gonzalez, partner, chief strategy officer; Federico Mejer, Partner; Roberto Alcázar, executive creative director; Henry Alvarez, art director; Pilar de Posadas, executive producer; and Ana Paz, senior account executive.
Ace Hardware has 4,500 locally owned and operated hardware, home center and building materials stores, making it one of the largest hardware cooperatives in the industry. Headquartered in Oak Brook, Illinois, Ace operates 14 distribution centers in the U.S. and one in Shanghai, China. Its retailers’ stores are located in all 50 states and more than 60 countries.
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Filed Under: Video
Posted by Elena del Valle on April 26, 2010
Bilda Acuña, vice president, Unum Hispanic initiative
Photo, video: Unum
Unum, a provider of employee benefits products and services in the United States and United Kingdom, decided recently to offer Spanish dominant Hispanic customers information, in Spanish online and on DVD, about some of its offerings. Last month, the company which has 12 million customers, including 240,000 Spanish speakers, in the United States, announced a series of educational videos in Spanish about its employee benefits products and services.
This is the first time the insurer produces informational videos for customers in a foreign language in the United States. Additional videos are planned for new products. Scroll down to watch a sample 3.5 minute Spanish language video.
“Instead of a literal translation of existing materials, we’re starting fresh so we can be more relevant to the Hispanic demographic. The Hispanic population is growing faster than any other ethnic minority,” said Bilda Acuña, assistant vice president of Unum’s Hispanic initiative.
Citing Pew Research Center data estimating that within two decades, the Hispanic share of the workforce will more than double to 31 percent; and the company’s belief that Hispanic employees are not always familiar with insurance products because the benefits were not offered in their country of origin, they believe they are a luxury product or that the benefits are provided by the government the company decided to create a collection of materials for Spanish-speaking customers.
Toward this goal Unum dedicated nine staff members, nine months and an undisclosed budget to the production of the new visual materials in Miami, Florida. The videos, available on DVD and online, will be used during enrollment times when employees learn and sign up for their workplace benefits. These are the first videos Unum has produced in Spanish.
“One quarter of Unum’s customers have Spanish-speaking employees, and it is important for us to create a benefits education approach that is as relevant and effective as possible, especially for this expanding demographic group,” said Acuña. “Many insurance companies are making an effort to reach the Hispanic market, but Unum is unique in that we are creating our pieces from scratch. Instead of a literal translation of existing materials, we’re starting fresh so we can be more relevant to the Hispanic demographic.”
Unum hired Marca, a Miami-based advertising agency company that specializes in Hispanic marketing, to assist with the production of the 11-video series designed in easy-to-understand terms. The videos feature Unum’s core products: group and voluntary life insurance; group and individual short term disability insurance; group long term disability insurance; and supplemental insurance, including Accident, Critical Illness and Cancer Insurance.
The videos are the company’s latest effort to target Spanish dominant Hispanics. Over the past year, Unum has directed some efforts to customer service for Spanish-speaking consumers such as: increasing the number of bilingual benefits counselors across the country to help customers enroll in Unum’s products and services; interviewing 86 percent of Spanish-speaking employees in their preferred language; and adding a bilingual benefits team in California to handle claims for Hispanic customers. One hundred Hispanics are employed at Unum.
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Filed Under: Video
Posted by Elena del Valle on March 12, 2010
Click on image to enlarge
Photos, video: Fox Searchlight Pictures
Our Family Wedding, a new Fox Searchlight Pictures film, opens today in theaters nationwide starting a black and Latino cast and a family theme. Some of the actors are America Ferrera, Carlos Mencia, Forrest Whitaker, Diana Maria-Riva, Regina King, Anjelah N. Johnson, Lupe Ontiveros, Taye Diggs, and Charles Q. Murphy. Scroll down to watch a video with film premier highlights and film moments.
Marcus (Lance Gross) and Lucia (America Ferrera)
Lucia (America Ferrera) and Marcus (Lance Gross) are newly engaged. As they plan their union they learn the hard way that the path to the wedding involves family related challenges. Saying “I do” can be rife with familial strife. According to promotional materials, their fathers (Forest Whitaker and Carlos Mencia), two highly competitive men with big egos, stand between them and their special day.
Lucia’s mother (Diana Maria Riva) is busy planning the wedding of “her” dreams. Only Angela (Regina King), the groom’s father’s best friend and lawyer manages to keep her cool when the madness reaches a crescendo.
The film was directed by Rick Famuyiwa from an original screenplay by Wayne Conley and Malcolm Spellman and Rick Famuyiwa with story by Wayne Conley. It was produced by Edward Saxon and Steven J. Wolfe.
