Creative

Sprint Nextel will debut its first TV commercial with celebrated driver Juan Pablo Montoya on June 18. As the premier sponsor of the NASCAR NEXTEL Cup Series, Sprint Nextel brings the sport of NASCAR closer to Hispanic consumers and uses the sport’s intensity to demonstrate the speed of Nextel’s products.

McDonald’s introduced a new national advertising campaign featuring Ofelia Melendrez, Vice President of the Greater Southwest Region who began her McDonald’s career as an intern, which spotlights real life employees and celebrates career opportunities at McDonald’s.

Corona Extra’s new Spanish-language campaign will highlight the best of Mexico via television, radio and outdoor creative scheduled to debut this week.
The “Lo Mejor de Mexico Esta Aqui” (The Best of Mexico is Here) creative marks the first work for the brand produced by Casanova Pendrill, new Hispanic agency of record for Crown
Imports, Corona’s exclusive U.S. importer.

After years of spotlighting its expert associates and the in-store experience, The Home Depot is turning around its advertising lens to focus on consumers and their amazing home improvement stories. Focusing on the unique Latino experience, the home improvement retailer unveiled its Hispanic customer-centric branding campaign on March 26, with the ad “My Favorite Corner”.

Humor can be an effective way to reach young acculturated Hispanics, but using stereotypes can backfire, suggest the results of new market research conducted by New American Dimensions.

Casanova Pendrill launched a new Super Lotto Plus campaign for its client The California Lottery which encourages Hispanic consumers to “Live Their Dreams”. Casanova Pendrill, AOR for the California Lottery, has successfully evolved the dream concept over the last several years in response to changes in the marketplace, new insights into the consumer and enhanced brand attributes. Commercial viewing available.

El Pollo Loco, Inc. unveiled the first of four new Spanish language television commercials created by its Hispanic advertising agency-of-record, Los Angeles-based cruz/kravetz:IDEAS.

The advertising and publishing industries in the United States are now confronting the question of what is the appropriate way to portray U.S. Latinos in marketing and advertising, in order to better connect with their rapidly growing Hispanic audience.

Luis Miguel Messianu, Chief Creative Officer at del Rivero Messianu DDB advertising continues his active involvement in the advertising industry.