RadioShack Introduces New Hispanic TV Campaign.

RadioShack Corporation announced that the company is introducing several new TV commercials designed to appeal to the U.S. Hispanic market as well as customers in Puerto Rico. The campaign will air in markets such as Puerto Rico, Texas, California and Florida.

The ads use the same celebrity spokesperson approach used by RadioShack over the last few years and features actor Lou Diamond Phillips and popular Mexican-born singer/actress Daniela Lujan. Phillips, best remembered for his starring role in the movie “La Bamba,” appears in two of the new commercials that draw attention to the variety of RadioShack consumer electronic products and wireless services, as well as a RadioShack “Big Sale” spot. Lujan, best known for her role in “Luz Clarita,” stars in two commercials focusing on how great prices in electronic equipment help keep the family connected and another one detailing the benefits of the Dish Network with its wide international sports programming.

“We’ve been tailoring our advertising to Hispanic shoppers and their families at RadioShack stores across the nation for about five years now,” said Jim McDonald, senior vice president and chief brand officer for RadioShack. “The addition of Hispanic celebrities to our creative approach is sure to strike a positive note with customers of our 45 stores on the island and throughout our other key U.S. Hispanic markets.”

“We are very pleased with this new campaign,” stated John Wissinger, RadioShack’s regional manager for Puerto Rico. “The short vignettes within the ads are based on the offers we want to emphasize, focusing on how RadioShack benefits its consumers through products and services that fulfill customers’ everyday needs, as well as their distinct wants that will allow them to experience a more enjoyable life.”

The campaign concept was developed by FCB Worldwide Puerto Rico’s advertising team, under the direction of Ricky Soler, copywriter Adelaida Marina, art director Maria Alexandra del Toro, and producer Robert Feliciano. The filming was done in Argentina under the direction of Augusto Jimenez Zapiola of Carbo Films, with offices in Los Angeles and Buenos Aires.