*S,C,P,F… relaunches Movida Cellular.

Less than three months after opening its operation in Miami, SCPF, the agency headquartered in Barcelona with offices in Madrid and Lisboa, became Movida Celular’s agency of record in a new business pitch last April.

“The latino world speaks out” was the strategic platform that won the account for SCPF and it was used unchanged for the campaign now on the air. Movida is, in fact, a company owned by the Cisneros Group of Companies, run by Hispanics and dedicated to the Hispanic consumer.

The TV and print executions depict a reality that is less exaggerated than it could look at first glance. Everyday life is Latinized to an extent that nothing comes as a surprise anymore. It even raises some controversy in certain circles of mainstream America. Proof of this is that the Standards & Practices department at Univision, the leading Spanish-speaking network in the country, asked that the commercials be toned down to avoid a negative reaction among the non Latin population. See for yourself.

Attached please find three versions of the TV spot titled “Bars & stars”: with Norteño arrangements for audiences of Mexican heritage, with Salsa soundtrack for audiences of Caribbean origin and Reggaetton soundtrack for urban youth target audiences. The first version had a heavier rotation in the West Coast and South West, the second version was aired along the East Coast and the Urban/reggaetton version aired across the board in heavily populated metro aereas.