Reynolds Wrap Aluminum Foil unwraps first Spanish-language ads.

The durability and versatility of Reynolds Wrap Aluminum Foil will be highlighted in television and radio ads that begin airing this week. The new creative will be seen in the United States, Puerto Rico, Mexico and Panama.

The campaign will run October through December of 2007. Broadcast rotation stateside will be focused on Houston, Los Angeles and Miami during the initial launch stage.

The marketing strategy hones in on the strength of the product that enables households to use less, and save more. Among the :30 and :15 executions, viewers will see various visual examples of occasions where only Reynolds Wrap will do.

“The underlying insights that are captured in this work are universal for Hispanics and Latin Americans, which is why the spots work beautifully in regions that are so diverse,” said Luisa Donis, group account director at Bromley Communications. “Our creative team understood the high value that Latin households have for everything related to their kitchen, meals and food safety and that comes across in the work.”

“We had faith that Bromley hit the nail on the head with this strategy,” said Charles Kinsolving, senior brand manager, Reynolds Wrap. “Over the last few years the agency has provided outstanding guidance in the Hispanic marketing area, as evidenced in this new campaign.”

Bromley Group Creative Director, Ron Landreth, was responsible for the concept and execution of the campaign. Ignacio Guzman was the associate creative director and Magaly Chocano was producer in charge supervising Milagro Films, an independent production company, and directors from CineConcepto.