Recession-proof qualities, as well as concern about the potential effects of high-proof beverages, are two aspects of the Hispanic ad scene explored in this week’s issue.
In the "Your Shot" below, Hector Orci, co-founder/co-chair of La Agencia de Orci & Asociados, Los Angeles, urges advertisers to explore the U.S. Hispanic market which, he contends, has dynamics that counter the general economic slowdown.
And in our Page 7 feature, Concept Café Advertising, Miami, hopes to serve the Hispanic community with a public service campaign that points out the pitfalls of drinking and driving.
Concept Café partners/creative directors Carlos Lopez and Salvador Veloso felt a compelling need to promote awareness of the drunk driving issue. Both Lopez and Veloso had close relatives who were killed by drunk drivers. And beyond taking the initiative on a pro bono creative assignment via their agency, the two creative directors also launched their public service organization client, Hispanics Against Drunk Driving (HADD).
Lopez noted that drunk driving is a serious problem in significant segments of the U.S. Hispanic community. "You have a population of immigrants here from South America and Mexico, and basically the drunk driving laws in those countries are very different from those in the U.S.; it’s less regulated there. So there’s less of an actual conscience about the dangers of drunk driving."
According to Lopez, the percentage of motor vehicle crashes that involve alcohol use in the U.S. Hispanic population "over-indexes" that of any other minority. So Lopez and Veloso took action, particularly since the anti-drunk driving messages currently out there didn’t specifically target Hispanics. The agency duo organized a group of professionals to volunteer their talents and resources toward the creation of a TV, print and poster campaign, but within the constraints of a limited budget.
The Spanish-language spots are "Botella" ("Bottle") and "Cama" ("Bed"). In the former, a beauty shot of a beer bottle loses its glamour when a voiceover relates (English translation): "One inch. This is the diameter of one bottle of alcohol. Incredible how many lives slip away through a hole so small…"
In "Cama," a drunk man is shown struggling to get into bed. A voiceover observes, "If it’s so hard to get to your own bed, imagine yourself driving a car."
Both public service spots started airing in early 2001. "Botella" earned finalist status at FIAP (Festival Iberoamericano de Publicidad) 2001 in the PSA category.
A Concept Café-conceived poster, which is currently displayed in bathrooms of bars throughout Miami and New York, reads: "If you’re in front of this ad more than five times, do yourself a favor and don’t drive home."
And a print ad shows a man in a wheelchair with a bumper sticker on its back that reads: "My other car was a convertible."
Lopez said that the guerilla style marketing reflected in the print ad and poster messages is essential to make an impact when there are no media dollars to be had. Veloso, however, hopes to change that as he and his partner are exploring fund-raising options.
Meanwhile, creative placement of ad messages—in overlooked venues such as bar restrooms—are generating an initial buzz and could prove to be effective. "What is important for us is to keep on fighting for this cause," said Veloso. "We have a long way to go."
