AT&T Wireless Launches New Hispanic Effort.

AT&T Wireless announced the launch of a new Spanish-language brand advertising campaign that encourages U.S. Hispanics to “reach out …with the wireless service you can trust.”

The company said the television and print ads represent important moments in the lives of Latino consumers. The television campaign includes a 30-second spot titled “Hard Work Pays.” The ad features a talented Latina student anxiously waiting to hear from an instructor if she has received a scholarship to architecture school. We watch her win the scholarship and then share the exciting news with her father, who appears to be sitting next to her. Suddenly, he is no longer there and we realize that he is actually at work at a construction site. The student has in fact been speaking to him on her AT&T Wireless phone.

Print ads in the campaign include a bride celebrating her special day with a distant relative who could not attend the ceremony. Another print ad portrays a mother at the airport who calls her child while waiting for her flight home. Both ads read, “a thousand miles may separate us, but even so we never feel apart” and include the tagline “with the network with the most wireless coverage around/across the world.”

“We have taken our company’s “Reachout” campaign and created a powerful series of messages tailored to our important Spanish-speaking consumer,” said Rosa V. Alonso, senior director of marketing, AT&T Wireless. “These Spanish-language ads bring to life the reason why Latinos count on their wireless service to communicate with loved ones. The executions are highly emotional and highly relevant to this community.”

“The Hispanic community trusts AT&T Wireless to make emotional connections possible every time. We think these ads will strike a cord with this community and will help us to not only attract new subscribers from this growing market but also remind our existing Latino customers of why they chose AT&T Wireless in the first place,” said Alonso.

The Spanish-language television and print ads recently began airing. AT&T Wireless’ new Spanish-language brand campaign was developed by The Bravo Group.

To review campaign CLICK below:

http://www.attwireless.com/reachout/spanishlanguage.jhtml.