Volkswagen Hispanic Campaign Airing In General Market.

Two spots created by C.O.D, Miami, Fl. for Client Volkswagen of America, Inc. – “Hop In” for the New Beetle Convertible and “High Rider” for the new Touareg SUV- began airing last week at a 10% rotation on General market networks in it’s original Spanish language including: FOX, WB, ABC, UPN, CBS, and NBC. Initially these spots will air in nine key markets including: New York, Los Angeles, Chicago, Miami, Dallas, Houston, San Francisco, San Antonio, and El Paso. Some of the shows it will be airing on include: Smallville, 24, That 70’s Show, and Alias, all of which index high among Hispanics.

What makes this effort different to the growing trend of “cross-over” bi-lingual communications? The spots will air in Spanish, without subtitles or English voice-overs. “We feel that maintaining the integrity of the message as it was originally concepted will resonate stronger with the Latino audience.” – said Daniel Marrero, Partner at C.O.D.