Home Depot Launches New Hispanic TV Effort.

The Home Depot launches a new Hispanic TV commercial, which focuses on the company’s commitment to helping make dreams come true in the community and features Olympic Speedskating gold medalist Derek Parra. The 30-second commercial will air on Univision, Telefutura, and Galavision throughout the entire 2002 World Cup, marking the first time Home Depot has advertised during the soccer tournament. Home Depot’s Hispanic advertising agency, Casanova Pendrill of Irvine, California, is responsible for the creative.

Parra, who won gold and silver medals in Salt Lake City, became the first Mexican-American ever to medal at an Olympic Winter Games. He worked as a Home Depot associate in the electrical and flooring departments for four years to fund his training.

The spot was born from a desire to show Hispanic consumers how Home Depot’s service philosophy extends beyond the store experience into the community. Through a series of vignettes, the commercial shows how Home Depot associates are helping build a better future for the communities they serve – whether it is helping families achieve the American dream of home ownership, building playgrounds for at-risk children or even making Olympic dreams come true for their own associates.

The Home Depot works with hundreds of non-profit organizations like Habitat for Humanity and KaBOOM! to fulfill all these initiatives. The company also supports the U.S. Olympic Committee’s Olympic Job Opportunities Program (OJOP) and similar job assistance programs in Canada and Puerto Rico. Home Depot is the world’s leading employer of Olympic and Paralympic hopefuls, having supported nearly 300 athletes over the last decade. Currently, 150 athlete-associates receive full-time compensation in exchange for a flexible 20-hour workweek that allows time off for training and competition.

“I think that maybe all this happened for a reason and that I have a job to do — to reach young (Hispanic) kids and inspire them and let them know that if they believe in themselves, good things will happen to them,” said Parra on being a role model for the Hispanic community.