NY International Latino Film Festival campaign pokes fun at Hollywood Clichés.
July 4, 2011
The 2011 New York International Latino Film Festival (NYILFF) highlights the difference between movies and films by ribbing Hollywood clichés.
The NYILFF, running August 15-21 in various New York City theatres, is the premiere Urban Latino film event in the country.
New York based ad agency Wing’s effort for the NYILFF emphasizes the shortage of Latinos in mainstream movies as well as the idea that Latino films concentrate on the reality of life versus the “larger than life” aspects of blockbusters by showcasing well-worn concepts like:
· The number of shots a 6-round revolver can take in a movie without reloading
· What happens in movies when a Latina housekeeper meets an attractive businessman
· The names of gardeners in movies
· What happens when a girl in horror movies tries to get in a car
This campaign is brought to life through TV and in-cinema spots, “Asteroid,” “Dynamite,” “Fruit Stand Guy” and “Man in the Mirror,” which were produced with the help of Academy Award winning Argentinean Production Company Puenzo Hermanos. Each spot depicts different stereotypical characters and ideas from Hollywood movies with the tagline “Films and movies Come see the difference. In addition to TV, there are 8 print and out-of-home ads in both English and Spanish. . The overall campaign aims to reach a broader audience with a commentary on the simplistic nature of Hollywood films, rather than an overtly Hispanic approach.
To highlight Wing’s support for the Hispanic artistic community and involvement with the Festival, Wing has also created agency promotional material (in-cinema and print) that encourages people to let their Latino out. The in-cinema spot, a whimsical and light-hearted effort that shows a decidedly un-Latin looking thin man growing a thick mustache and liking it, emphasizes Latin influence on the general market.
The campaign launches in TV and print this week in outlets such as NBC/Telemundo, HBO, Time, Out New York, Latina Magazine and the NY Daily News.
You download copies of teh spots below:
Link to Asteroid, Dynamite (:30 and :15), Fruit Stand Guy and Mirror:
Link to “Man in the Mirror” (Wing PR Let Your Latino Out Spot):
Link to Print Work:
