By Gonzalo López Martí – Creative director, etc / lmmiami.com/
- Here’s Gonzalo’s take on the big game’s advertising extravaganza. Methodology: I made a point of watching the whole thing the way an average Joe or Jane would: untethered to the biases of an industry insider. I might have missed a few spots due to bathroom breaks or sheer disinterest, but what you will read below is unaided recall off the top of my head, which, if you ask me, is the one and only way advertising should be judged and measured. Then again, I’ve been in this racket far too long so the professional critique is there.
For the second year, Bain Media Lab and AI pioneer Hive partnered to analyze marketing within and around the Super Bowl using Mensio, an AI-powered TV advertising and sponsorship analytics platform developed in partnership between Bain and Hive.
Avocados From Mexico proves that avocados are Always Worth It in its Big Game ad titled “The Avocados From Mexico Shopping Network” which showcases just how truly precious avocados are to people. The brand’s :30 second spot will air during the second quarter of the Big Game on February 2, 2020, celebrating the national avocado obsession.
In an attempt to tap into popular culture, brands like Budweiser, Chipotle, and Apple are turning to the film directors who help define it
Northgate Market, the family-owned and operated supermarket chain, alongside its agency Circus (part of MediaMonks, S4Capital’s content practice), launched an ingenious digital campaign featuring “behind-the-scenes” pre-roll ads that anticipate some of the biggest Super Bowl spots, reminding viewers that the products showcased in the ads they’re about to see come from Northgate, “those big game ads start with us .”
Charter Communications, Inc. announced a new multiplatform Spectrum campaign starring global superstar Ozuna (“Hasta Que Salga El Sol”, “Baila Baila Baila”) aimed at connecting with Hispanics at a deeper level through their love for music and technology such as the services provided by Spectrum — advanced internet, TV, mobile, and voice.
UNITED COLLECTIVE announced that seasoned digital and creative executives Francisco “Pakko” De La Torre and Santos Enriquez, have joined the collective as Associate Creative Director and Art Director, respectively.
In-house creative teams at advertisers may play a bigger role in Super Bowl advertising this year. Procter & Gamble will air a pregame spot for its Secret brand on Super Bowl Sunday that was conceptualized, written and cast by its in-house creative team. The in-house team also had a hand in the editing, graphic design and revisions of the spot.
TurboTax announced the launch of its Latino integrated marketing campaign for tax year 2019. Seeking to empower and educate Latinos nationwide through outreach efforts
El Círculo Creativo USA expands its regional leadership for the organization announcing the following Creative Executives for the 2020-2022 season
The communication group UNITED COLLECTIVE announced it has been selected by Travelpro®, a pioneer in durable and lightweight luggage design, to handle its U.S. advertising efforts.
Today, Hispanics represent one in four 18 to 34 year olds in the US. They have origins in a variety of countries – each with their own unique culture – and are united by a common language. What else unites them?
Have you felt that everyone around you is getting angrier and that the news is getting worse? Caroline McCarthy says you can blame the advertising industry. Learn more about how advertising is fueling the battle for our attention and feeding the current dysfunction in media.
Marketers often talk about a brand being a set of memories and associations in people’s minds. But I suspect most of us exaggerate the strength of those associations. Most of the time people’s brand associations are dormant, waiting to be triggered by something relevant, at which point they combine to generate a sense of for what the brand stands. by Nigel Hollis
The Ibero-American Creativity & Strategy Festival (FICE) has named Richards/Lerma its 2019 Independent Agency of the Year in the USA Hispanic and Multicultural category. The recognition celebrates Richards / Lerma’s work creating disruptive and impactful content for a diverse, multicultural America.
Cultural intelligence is an invaluable way to cut through the clutter and deliver campaign results. That’s why, as the media landscape becomes increasingly fragmented and mobile audiences grow harder to reach, cultural intelligence should sit at the core of content production and distribution.
Conill announced that advertising creative Gustavo Sarkis will join the agency as its Executive Creative Director effective November 20. In this new role, Mr. Sarkis will lead all Conill creative teams and client campaigns across its offices in Los Angeles, Dallas and Miami.
Ford, Walmart and Google share a common accolade as of today: these and others were named among the top quartile of advertisements measured by the breakthrough new ad metric CIIM™ (Cultural Insights Impact Measure), developed by The Association of National Advertisers’ (ANA) Alliance for Inclusive and Multicultural Marketing (AIMM) in partnership with NBCUniversal and AIMM member companies.
Jose Cuervo Tradicional announced the launch of a new film series, designed to tell the multi-faceted and authentic story of Día De Muertos (English: Day of the Dead). Each year, Cuervo Tradicional will capture different traditions around Mexico — sharing storied Día De Muertos moments from different Mexican filmmakers.
