Kodak Unveils Spanish Language TV Ads.

Eastman Kodak Company is targeting Hispanics living in the U.S. with its first Spanish-language television advertising in four years as part of the company’s expanded commitment to multicultural marketing.

“Hispanics make up a significant portion of our core target market in the U.S., women who are the family memory keepers and active picture takers,” said Jude Rake, chief operating officer for Kodak’s Consumer Imaging business in the U.S. and Canada. “Our existing English-language ‘Share Moments, Share Life’ advertising campaign has tested well with Hispanics. But advertising in the Spanish language will greatly increase our coverage of this important and growing segment of the population.”

In a break with common practice, where English-language advertising is adopted to Spanish and Portuguese, Kodak is using a new commercial created in Latin America for worldwide use with Hispanic audiences. The commercial promotes the picture-taking benefits of the company’s premium Kodak Max Versatility Plus film. Like other ‘Share Moments, Share Life’ advertising, it blends strong emotional values with powerful side-by-side product demonstrations. The spot shows a young-couple enjoying an active day of hiking and rafting, leading to a moment where the memories are shared with others.
Expanding the benefits of film is one of Kodak’s key growth initiatives, which this advertising supports by communicating the picture taking benefits of Kodak’s premium films to audiences in both North and South America.

The new commercial, which began to run in early November, will appear on Telemundo, a major Hispanic cable network, as well as local stations in Houston, Los Angeles, Miami, and New York. Although viewed as an initial test, Rake is confident Kodak will continue to speak to Hispanic consumers in Spanish as the company expands it commitment to multicultural marketing.

Ogilvy & Mather’s New York and Sao Paulo, Brazil, offices developed the advertising, in collaboration with Kodak’s worldwide and Latin American marketing units. The development was led by Miles Glascock, Director, Capture Marketing, Latin America, Kodak. It was filmed on location at Maua in the State of Rio de Janerio, Brazil.

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