Chase targets bicultural Latinos.

This month, bicultural Hispanics in Los Angeles and Miami will see bilingual Chase advertising directed to them within their favorite English language programs. The 30-second “Traductor” (“Translator”) TV spot announces Chase’s new effort to provide bank statements in Spanish for their U.S. Hispanic clientele. Zubi and Chase recognized the importance of delivering this message not only to a Spanish dominant audience, but also felt that the bicultural audience would find the new offering appealing.

“We are committed with providing Latino consumers with the products and services that better fit their unique needs, such as the option to receive Spanish Statements, and we wanted to communicate this commitment to all, bilingual and non-bilingual Latinos”, said Rebeca Vargas, Senior Vice-President and the Head of Multicultural Segments at Chase.

“Traductor”

The TV spot is meant to depict a slice of life in a typical Hispanic household in the U.S., based on the insight that Hispanics do not live in an all black or white world. The spot opens up with a father who looks to his son to assist him in translating what he believes is an English-language bank statement. His son is in the middle of rehearsing with his “garage band”, and stops practicing to begin reading the statement. His father is impressed with his son’s ability to translate the statement well, and is so proud of how far his Spanish has come, only to realize afterwards that his son was actually reading a Spanish statement all along, courtesy of Chase.

“We are proud to partner with a company like Chase who understands the importance of this bicultural market and their needs”, said Joe Zubizarreta, Chief Operating Officer at Zubi Advertising.

To view commercial CLICK on link below:
http://www.zubiad.com/blog/assets/chase/video.html>