Creative

Recession? Depression? Employment regression?…It’s time for a confession…The “American Dream” has not turned into a nightmare for everyone. For talented Latino Advertising Creatives it should be “dulces sueños” all around. Eduardo Dehesa-Conde / SVP, Group Creative Director, Multicultural, Draftfcb.

Since 2003, actor Dennis Haysbert has delivered his trademark baritone, reassuring messages such as “That’s Allstate’s Stand” and “Are you in Good Hands®?” throughout commercials created by Allstate. Now, he is making his Spanish-speaking debut in several new Spanish-language television commercials that emphasize the importance of having the best protection and assure viewers that “Con Allstate, estas en buenas manos.” (“With Allstate, you’re in Good Hands.”)

A lot of thought goes into the “right” voice for every advertisement. Certainly the tone and timbre of a voice are two things that can help sell the product or service. But, probably the most important question every marketer must answer is, should the voice be male or female?

Grammy award–winning singer/songwriter Marc Anthony is the latest super star to be featured on ESPN Deportes’ “SportsCenter Makes You a Sports Expert” ad campaign. The commercial will debut on ESPN Deportes tonight during the 11 p.m. edition of SportsCenter.

Jorge Cantú was one of the pioneer creatives of our industry. He worked in Hispanic marketing for almost 30 years (at Mendoza Dillon, Lopez Negrete, and many other agencies as a freelancer), and developed hundreds of ads. His work for Ford always beat the norms, both Hispanic and GM. Rest in peace.

When you’re a small ad agency competing against big dollars, you have to be creative. Better yet, you have to be really clever. It’s like David against Goliath.