Chase launches Spanish-language TV effort.

Chase’s Consumer Bank is launching its first-ever Spanish-language television advertising campaign on Univision and Telemundo networks.

The TV ads are part of a broader new Spanish-language campaign called “Confia en ti. Confia en Chase,” (Confidence in yourself. Confidence in Chase.), which includes print, radio, bus shelters and other outdoor ads for the fast-growing customer segment.

“We want to make sure we are speaking to Hispanic consumers in a voice and a language that they understand,” said Ryan McInerney, head of marketing for Chase’s Consumer Bank. “Our new ads are designed to show that customers can trust Chase to provide the financial services needed in various life situations.”

The Spanish-language campaign includes a 60-second launch commercial and three 30-second spots, and features the song “Todo Se Transforma,” (Everything Transforms) by composer Jorge Drexler. He won an Oscar in 2005 for “Al Otro Lado del Rio” (“The Other Side of the River”), which he wrote for The Motorcycle Diaries.

“Todo Se Transforma” amplifies the commercial’s story, which shows how consumers can benefit from using banks. The ads were developed by Chicago advertising agency Lapiz.

The commercials will run through the end of the year in the following markets: New York, Chicago, Phoenix and Tucson Ariz; and Dallas, Houston, San Antonio, El Paso and Harlingen, Texas. Chase has major bank branch networks in the first seven of those markets, with fewer branches in El Paso and Harlingen.

Chase also has bilingual ATMs, Spanish-language brochures, and multilingual bankers and tellers.

Ads complement general market campaign

The Spanish-language ads complement Chase’s new general-market advertising campaign, which also launched this month. Both campaigns use recognizable music and slice-of-life scenarios to showcase Chase products as ideal solutions for real-world situations.

The general-market ads will air in TV markets nationally in the first national advertising campaign since all 1,900 Bank One branches were renamed Chase. Branches in Michigan and Florida were rebranded in April, completing a year-long process that brought together a total of 2,600 bank branches in 17 states under the Chase brand.