CINCO Launches New Hispanic Creative For Cricket Communications.
November 8, 2003
CINCO, a Dallas-based Hispanic marketing agency, has launched new broadcast creative for Cricket Communications, Inc. of San Diego. Cricket’s new feature packages and simple, even more affordable unlimited local wireless service are supported by CINCO’s robust marketing campaign directed to Hispanic consumers.
Life’s pleasures are simple and affordable. That’s what the new Cricket ads tout with the launch of a 30-second, Spanish-language television spot entitled “The Listener.” It features a man whose business-like demeanor is interrupted by disturbing bouts of frustration and pain as he listens to someone on the other end of the phone. Just when we think the news he’s listening to couldn’t get any worse, he breaks into a wild dance and screams “GOOOAL!” in conjunction with a buddy giving him the play-by-play from a soccer stadium.
“We wanted a campaign with positioning that was more relevant to Hispanics and that showcased our commitment to growth in this segment of the market,” said Sue Swenson, president of Cricket Communications. “This ad and its accompanying radio and in-store collateral components achieve that goal.”
“The Cricket brand stands for simplicity and affordability, a concept that brings particular value to U.S. Hispanics as they are one of the largest users of communications products. Cricket service is the perfect solution because it offers unlimited local minutes and very competitive rates on calls to Mexico,” noted Amber Gracia, VP and managing director for CINCO. “Our creative drives home this idea by focusing on life’s simple pleasures, such as talking all you want, when you want, and at the right price for our consumer.”
The spot was directed by Vance Malone of Food Chain Films in Portland, Oregon and was shot on location in Mexico City. It also marks the beginning of a new creative direction for CINCO with the recent arrival of Raffa Rodriguez as Creative Director, recognized for his multicultural work with Miller Lite, Pennzoil and other blue chip brands.
