Ad Age Hispanic Advertising Awards intro [video]

2007 Ad Age Hispanic Advertising Awards – Bumpers video

Emotions experienced while watching this ad are diverse, but it definitely keeps you engaged. The message, or at least my interpretation of the message, is that most media is dead when reaching Hispanics or maybe that you really have to know what makes the market “happy” in order to reach it.

Client: Ad Age Hispanic Advertising Awards
Agency: Dieste Harmel & Partners, San Francisco
Executive Creative Director: Carlos Tourne
Senior Creative Director: Raymundo Valdez
Senior Copywriter: Alex Toedtli
Art Director: Eduardo Cintron
Agency Producer: Angel LaRiva
Production Company: Radium
Director: Brady Baltezore
Producer: Tim Pries
Music/Sound Design: The Lodge

Please, feel free to send feedback! and enjoy!

Making of the commercial Toyota Highlander

I wanted to share the making of a 2007 commercial for the Puerto Rican market. The shoot took place in a city far, far away – in my beloved Buenos Aires.

Producer: Landia
Dir : Karina Minujin / Maxi Blanco
Asist de Dir :Ezequiel Avaro
Jefe Prod. : Guada Tellado
D.F. : Marcelo Camorino
Dir de Arte : Natalia Grosso

The main message is about changes and how we adapt to things, in this case how the Toyota Highlander adapts to us. And this is how it plays in Puerto Rico.

The Toyota Highlander commercial

First, watch the commercial:

Making of the commercial Toyota Highlander

Now, the making of the commercial for Toyota Highlander with the polar bear animatronics head:

First-Ever Hispanic Marketing Effort by Ryan’s Grill Buffet and Bakery

Ryan’s(R) Grill Buffet and Bakery, a 225-store unit of Buffets, Inc., the nation’s largest steak-buffet restaurant company, today announced the launch of the brand’s first system-wide marketing effort. The integrated campaign was created by their marketing agency of record and features original music and a proprietary jingle.

The integrated Hispanic marketing effort is part of Ryan’s system-wide branding effort to help re-define and distinguish the casual dining chain’s unique brand personality and restaurant experience. Television (:30 and :15) and radio (:30) spots will run beginning in July. Ads feature “Whadja Get?,” an original song that defines the Ryan’s buffet experience. The Hispanic marketing effort will also include digital, direct, in-store, and a proprietary scratch card game. The campaign will also include Hispanic versions of key elements. Ryan’s will also launch an employee marketing effort that features ring tones, screensavers, videos, and musical greeting cards.

“This campaign gives a distinct brand voice to the Ryan’s restaurant experience,” said Mike Andrews, chief executive officer of Buffets, Inc. “It celebrates both the emotional and functional benefits of Ryan’s unique platform in a way that will resonate with our customers. The spirit of Ryan’s personality is expressed in every vertical element of this campaign.”

The Hispanic Marketing Effort

“We set out to create a brand strategy and an integrated marketing program that differentiates Ryan’s and conveys their commitment to providing high quality, freshly made meals for the entire family,” said the agency’s managing partner. “This campaign will engage consumers at multiple touch points and make them want to be a part of the terrific Ryan’s experience.”
Source: Red Orbit

The Hispanic got milk? Campaign

The Hispanic got milk? Drink Well. Live Well. Tour Promotes the Milk Looks Good on You Sweepstakes During its Stop in Chicago

The Hispanic got milk? Campaign - la leche te queda bien

The Hispanic got milk? Campaign – la leche te queda bien

The Hispanic got milk? Milk Mustache Mobile Tour visited Chicago as part of its 75 city tour, including the top 10 Hispanic cities, to reintroduce Hispanics to this nutrient powerhouse and its array of benefits. The tour recently cruised through Chicago hosting free events to encourage local residents to not only live well, but to drink well with nature’s wellness drink: milk.

Learning with Milk... Blanca Jara learns the importance of incorporating milk into her daily diet at the got milk? Drink Well. Live Well. tour event in the Thompson Center. This initiative reinforces that milk, at about 25 cents a glass, provides you with 9 essential nutrients like calcium and Vitamin D -- plus it is one of the most economical sources of protein.

Learning with Milk… Blanca Jara learns the importance of incorporating milk into her daily diet at the got milk? Drink Well. Live Well. tour event in the Thompson Center. This initiative reinforces that milk, at about 25 cents a glass, provides you with 9 essential nutrients like calcium and Vitamin D — plus it is one of the most economical sources of protein.

At the events, Hispanic mothers were given the opportunity to enter the Milk Looks Good on You sweepstakes and win an original dress by Carolina Herrera, a free paid vacation for two to New York City for 3 nights and $500 for expenses.

Check us out at to learn more about the Drink Well. Live Well. campaign and the Milk Looks Good on You sweepstakes.


The Hispanic got milk? Campaign - New faces of Wellness... The Ugarte sisters rock milk mustaches after tasting delicious milk from local processors. Older sister, Katherine, sets the example for her younger sister, Stephanie, to drink 3 glasses of low fat or fat free milk a day, as it helps build strong bones and achieve overall wellness.

The Hispanic got milk? Campaign – New faces of Wellness… The Ugarte sisters rock milk mustaches after tasting delicious milk from local processors. Older sister, Katherine, sets the example for her younger sister, Stephanie, to drink 3 glasses of low fat or fat free milk a day, as it helps build strong bones and achieve overall wellness.

The Milk Processor Education Program (MilkPEP), Washington, D.C., is funded by the nation’s milk processors, who are committed to increasing fluid milk consumption. The MilkPEP Board runs the national Milk Mustache “got milk?” Campaign, a multi-faceted campaign designed to educate consumers about the health benefits of milk. For more information, go to The tagline “got milk?”(R) was created for the California Milk Processor Board by Goodby Silverstein & Partners and is licensed by the national milk processor and dairy producer groups.
Source: HispanicPR Wire

Marketing Message Horribly Gone Awry

Don’t allow this to happen to your marketing messages!!!!

The English is clear enough to lorry drivers - but the Welsh reads "I am not in the office at the moment. Send any work to be translated."

The English is clear enough to lorry drivers – but the Welsh reads “I am not in the office at the moment. Send any work to be translated.”

When officials asked for the Welsh translation of a road sign, they thought the reply was what they needed.
Unfortunately, the e-mail response to Swansea council said in Welsh: “I am not in the office at the moment. Send any work to be translated”.
So that was what went up under the English version which barred lorries from a road near a supermarket.
“When they’re proofing signs, they should really use someone who speaks Welsh,” said journalist Dylan Iorwerth.
Swansea Council became lost in translation when it was looking to halt heavy goods vehicles using a road near an Asda store in the Morriston area.
All official road signs in Wales are bilingual, so the local authority e-mailed its in-house translation service for the Welsh version of: “No entry for heavy goods vehicles. Residential site only”.
The reply duly came back and officials set the wheels in motion to create the large sign in both languages.

The notice went up and all seemed well – until Welsh speakers began pointing out the embarrassing error.
Welsh-language magazine Golwg was promptly sent photographs of the offending sign by a number of its readers.
Managing editor Mr Iorwerth said: “We’ve been running a series of these pictures over the past months.
“They’re circulating among Welsh speakers because, unfortunately, it’s all too common that things are not just badly translated, but are put together by people who have no idea about the language.
“It’s good to see people trying to translate, but they should really ask for expert help.
“Everything these days seems to be written first in English and then translated.
“Ideally, they should be written separately in both languages.”

A council spokeswoman said: “Our attention was drawn to the mistranslation of a sign at the junction of Clase Road and Pant-y-Blawd Road.

Other confusing signs

“We took it down as soon as we were made aware of it and a correct sign will be re-instated as soon as possible.”
The blunder is not the only time Welsh has been translated incorrectly or put in the wrong place:

  • Cyclists between Cardiff and Penarth in 2006 were left confused by a bilingual road sign telling them they had problems with an “inflamed bladder”.
  • In the same year, a sign for pedestrians in Cardiff reading ‘Look Right’ in English read ‘Look Left’ in Welsh.
  • In 2006, a shared-faith school in Wrexham removed a sign which translated Welsh for staff as “wooden stave”.
  • Football fans at a FA Cup tie between Oldham and Chasetown – two English teams – in 2005 were left scratching their heads after a Welsh-language hoarding was put up along the pitch. It should have gone to a match in Merthyr Tydfil.
  • People living near an Aberdeenshire building site in 2006 were mystified when a sign apologising for the inconvenience was written in Welsh as well as English.

It’s good to see people trying to translate but they should really ask for expert help

There's still time to change the road you're on - Led Zep

There’s still time to change the road you’re on – Led Zep


LG Electronics Reorganizes Manufacturing Facilities in Mexico

LG Electronics Reorganizes Manufacturing Facilities, Increases Investment in Mexico

MEXICO CITY, July 6 /PRNewswire/ — LG Electronics is planning to reorganize manufacturing plants and expand investments in Mexico to maximize efficiency and competitiveness.

LG Electronics in Mexico

LG Electronics in Mexico

The company will invest an additional US$100 million over the next three years, increasing total production capacity to US$4 billion. This is designed to generate synergies among plants in Mexico and improve cash flow during the current global recession, while further improving capabilities to serve customers in North, Central and South America.

LG Electronics currently operates three manufacturing facilities in Mexico: Reynosa and Mexicali producing TVs and Monterrey making refrigerators and electric ovens. The reorganization program, which is now under way, includes:

  • Consolidation of LCD TV manufacturing plants — Two separate plants in Reynosa and Mexicali will be integrated into one consolidated plant in Reynosa to produce mid-large size and premium TVs. Consolidation is expected to be completed by September 2009.
  • Outsourcing of small- and medium-size LCD TVs — LG Electronics plans to expand its collaboration with an external manufacturing partner in Mexico.
  • Withdrawal from mobile phone manufacturing in Mexicali — With the closure of the Mexicali plant in June, handsets for North America will be produced in Korea and China.
  • Expansion of Monterrey plant capabilities — The refrigerator and electric oven manufacturing Monterrey plant will start producing gas ovens by the end of 2009.
  • Localization of components — LG Electronics will source more components in Mexico to gain cost competitiveness

Planned increases in investment and employment include:

  • Increased investment — LG Electronics plans to invest more than US$100 million in Mexico over the next three years.
  • Expanded production capacity — LG will expand production capacity to US$4 billion by 2012, up from US$2.6 billion in 2008.
  • Additional employment — Adding new production lines in Reynosa will generate about 1,200 new jobs and theMonterrey plant is planning to hire 1,300 additional workers. Localizing component production will help boost recruitment opportunities in Mexico.
  • Retirement benefits and outplacement support — All 500 Mexicali employees will be eligible for positions inReynosa or Monterrey. Retiring employees will receive pensions or outplacement support services consistent with local labor laws.

About LG Electronics, Inc.

LG Electronics, Inc. (KSE: 066570.KS) is a global leader and technology innovator in consumer electronics, mobile communications and home appliances, employing more than 84,000 people working in 115 operations including 84 subsidiaries around the world. With 2008 global sales of $44.7 billion, LG comprises of five business units – Home Entertainment, Mobile Communications, Home Appliance, Air Conditioning and Business Solutions. LG is one of the world’s leading producers of flat panel TVs, audio and video products, mobile handsets, air conditioners and washing machines. LG has signed a long-term agreement to become both A Global Partner of Formula 1(TM) and A Technology Partner of Formula 1(TM). As part of this top-level association, LG acquires exclusive designations and marketing rights as the official consumer electronics, mobile phone and data processor of this global sporting event. For more information, please visit
Source: LGE

Sprint Lets Soccer Fans Enjoy the Game Now

CONCACAF Gold Cup(TM) series kicks off on July 3 with live streaming and exclusive tournament mobile content available only on the Sprint Now Network(TM)

Mexican Soccer Legend Luis Roberto Alves ‘Zague’ joins Sprint at select games nationally

OVERLAND PARK, Kan., June 22 /PRNewswire-FirstCall/ — Sprint (NYSE: S) — As an official sponsor of the popular 2009 CONCACAF Gold Cup(TM) tournament, Sprint brings soccer fans closer to their favorite sport than ever before with exclusive mobile content, available only on the Sprint Now Network(TM). For the first time, fans can be a part of the action by experiencing full-length live streaming of the games directly on their Sprint TV-capable phones. Through their phones, subscribers will also have front row seats to follow CONCACAF Gold Cup(TM) from the opening game kickoff in Los Angeles to the finals in New York with real-time game updates about their teams playing in the tournament, related news and tournament statistics, among other fun features.

Sprint Lets Soccer Fans Enjoy the Game Now

Sprint Lets Soccer Fans Enjoy the Game Now

Additionally, Sprint has teamed up with one of the most popular Mexican soccer legends, Luis Roberto Alves “Zague”, to provide a one-of-a-kind pre-game experience at select matches in some U.S. cities.

“Soccer is a way of life, not only for me but for all fans. It’s so exciting to see how Sprint has created the perfect synergy between sports and technology,” Zague said. “As a former soccer player, I am thankful to join a partnership where soccer fans are able to stay connected to the game by receiving up-to-the-minute information.”

At the games, fans can visit Sprint Mobile Experience to try firsthand how easy it is to enjoy real-time matches on the go on a wide range of Sprint phones.

Exclusive Sprint CONCACAF Gold Cup(TM) content

Developed in partnership with Univision Movil, only Sprint subscribers will have exclusive access to CONCACAF Gold Cup(TM) on their phones. Subscribers can visit on their mobile phones to enjoy:

— Live streaming of full-length games available for the first time ever on mobile devices

    -- Video highlights of goals, top plays and commentary! (1)
    -- Text alerts for results, game reminders and the latest team news
    -- Breaking news, photo galleries and TV schedules
    -- Ringers, screensavers and fight songs

“With the CONCACAF Gold Cup(TM), Sprint continues its commitment in solidifying partnerships that ignite our Hispanic subscribers’ passions, like soccer,” explained Kymber Umana, Hispanic marketing manager for Sprint. “Our ability to give our customers exclusive tournament content directly on their Sprint mobile phone is a sure bet that they will never miss a part of the CONCACAF Gold Cup(TM) action this summer.”

Finally, Sprint’s sponsorship includes a national television spot during Spanish-language soccer broadcasts, as well as multiple US Hispanic-targeted online creative banners on soccer and social networking sites and a website, Sprint pays tribute to soccer fans with an exciting and humorous commercial titled, “‘Life or Futbol’, with Sprint you can have both,” that can be seen via a 30-second TV spot featuring the Sprint exclusive Samsung Instinct(R) s30(TM)(2). Existing customers will also receive informative newsletters and emails detailing exclusive content available on the most popular Sprint phones.

For more information about the CONCACAF Gold Cup(TM) tournament and to get a list of all the upcoming games, visit Visit to learn about Sprint exclusive content available to subscribers.
Source: Sprint

Salsarita’s Fresh Cantina Strong Growth in First Half of 2009

Rapidly Growing Fresh-Mex Franchise Opens Four New Restaurants; Signs Agreements for 28 New Locations with Goal of 200 Restaurants by 2012

Salsarita's Fresh Cantina, one of the nation's fastest growing, fast-casual Mexican restaurant chains

Salsarita’s Fresh Cantina, one of the nation’s fastest growing, fast-casual Mexican restaurant chains

CHARLOTTE, N.C., June 22 /PRNewswire/ –Salsarita’s Fresh Cantina, one of the nation’s fastest growing, fast-casual Mexican restaurant chains has experienced great success in 2009 with the opening of four new restaurants and signed agreements for 28 more locations in the U.S. and Puerto Rico. The company is currently closing in on its first hundred restaurants with the goal of opening 200 restaurants by 2012.

With new locations opening across the country, the company is quickly gaining brand recognition and a reputation for quality and legendary hospitality. Despite the economic downturn, Salsarita’s has announced that Minneapolis,Jacksonville, Detroit, Raleigh-Durham, Birmingham, Nashville, Upstate New York and Baltimore will be key markets for its 2009 expansion plans.

“We are very excited about the progress we’ve made in the first half of 2009 and are looking to expand our high-quality, Fresh-Mexican concept to new and existing markets across the country,” said Paul Mangiamele, president and CEO, Salsarita’s Fresh Cantina. “With successful penetration in select southern and northeastern markets, Salsarita’s is setting its sights on building a nationally competitive franchise brand.”

Most recently, Salsarita’s opened two restaurants in Charlotte, NC and single units in Murfreesboro and Knoxville, TN.A 20 unit store development agreement was signed in the Upstate New York region and agreements with franchisees have been signed in Clarence, NY, Overland Park, KS, Greenville, NC and Puerto Rico.

Salsarita’s is currently looking for qualified candidates with food service, operations or real estate experience to join its team as area representatives, area developers or single-unit franchisees. The estimated initial investment is between$296,700 and $577,100 depending on the real estate selection ranging from 2,200 to 2,700 square-feet, which is inclusive of the $25,000 franchise fee. The company’s comprehensive training and support program includes a three-week Burrito Boot Camp at the corporate headquarters, pre- and post-grand opening on-site support and ongoing business coaching.

“With more customers visiting fast-casual concepts instead of traditional full-service, sit-down restaurants, Salsarita’s is well positioned to succeed during this time of economic uncertainty,” said Mangiamele. “Fresh-Mexican is an up and coming concept and Salsarita’s fills this growing niche in the franchise industry.”

Salsarita’s specializes in serving made-to-order burritos, tacos, tortilla, pizza’s and taco salads. Prepared fresh-daily in each restaurant, guests can enjoy high-quality dishes featuring ground beef, grilled chicken, grilled steak, or pork, grilled shrimp and fresh vegetables. Salsarita’s also offers a choice of 13 delicious fillings and four homemade salsas. Every order is prepared in full view of customers in a 700-square-foot display kitchen with a contemporary Hispanic motif.
Source: Salsarita’s Fresh Cantina

MillerCoors pact to serve Hispanics

MillerCoors pledged Friday to increase economic opportunities for Hispanics through an agreement with the Hispanic Association on Corporate Responsibility.

Through the joint agreement, MillerCoors and the Hispanic Association on Corporate Responsibility promise to increase and enhance economic opportunities for Hispanics through increased participation in key corporate initiatives such as leadership and work force development, procurement and supplier diversity, marketing and advertising, and community contributions.

“Growing and leveraging diversity will provide MillerCoors with a competitive advantage that will not only strengthen our business, but also strengthen the Hispanic community,” said Leo Kiely, MillerCoors CEO. “Through this agreement we will be able to use our collective power to achieve an important goal for both our organizations, to have Hispanics participating at greater levels in our business.”

The new five-year agreement is the first since MillerCoors was created in July 2008. Coors was a founding corporate member of HACR and has maintained an agreement since 1986.

“It is gratifying to see that MillerCoors recognizes the growing influence of Latinos in the marketplace, workplace and social mainstream, said HACR president and CEO Carlos Orta.

MillerCoors is a joint venture of Denver-based Molson Coors Brewing Co. and SABMiller PLC that combines the two international beer companies’ U.S. brewing operations.

Source: Denver Business Journal

First Ever 24/7 Spanish Language Talk Radio Show Comes to Charlotte!

This new format launched by Norsan Multimedia will reach a different segment of local Hispanic radio listeners.

CHARLOTTE, N.C., June 24 /PRNewswire/ — Norsan Multimedia, the largest Hispanic Media Group in North Carolina announces the format switch of La Tremenda, 1310 AM to a news talk station, Radio Formula: starting June 29th, 2009. Radio Formula is an internationally known syndicated Spanish Language Talk Radio Show produced in Mexico and appeals to the immigrant market in the U.S. The network delivers a wide variety of programs that will keep the targeted audience fully engaged. People who enjoy this type of programming will get information, news, sports, family matters, gossip and entertainment shows, among others.

By bringing Radio Formula to Charlotte, we are filling an existing gap in the Spanish radio offerings in the market. We are pleased to present this new option to our wide audience, said Norberto Sanchez, Norsan Multimedia’s CEO. Sanchez added that this programming has proven to be successful in similar markets due to the presence of recognized journalists and on-air personalities of Mexican television and radio, such as: Ricardo Rocha, Joaquin Lopez Doriga, Eduardo Ruiz-Healy, Enrique “El Perro” Bermudez, Maxine Woodside, Alfredo Palacios, among others. He also noted, “Our Hispanic radio programming wouldn’t be complete without a segment for local news and community information. On Radio Formula 1310 AM we are very pleased to be able to offer free air-time to non-profit and other well recognized organizations that serve Latinos in Charlotte and surrounding counties.

“By the inclusion of Radio Formula 1310 AM to our portfolio of radio properties in Charlotte, we are sure to reach 100% of the Spanish speaking audience in the market,” said Edgar Saucedo, General Manager of Norsan Multimedia. He added, “Radio Formula’s programming appeals to a more mature, educated audience; this segment of listeners often like to hear about an array of political topics, analysis of current events and different points of view in economics, sports, immigration, among others.”

“But there is also entertainment through a well known gossip program about singers, soap opera stars, etc. There is even a folk tale terror midnight show!” added Sergio Garcia, operations manager for Norsan Broadcasting.

1st Ever 24/7 Spanish Language Talk Radio Show Charlotte

La Tremenda 1310 AM was the first radio station acquired by Norsan Group in Charlotte five years ago. Later, other stations were added to Norsan’s local portfolio: La Raza 106.1 FM (Regional Mexican), Latina 102.3 FM (Pop and Tropical in Spanish), and Alfa 1060 AM (the only full Christian Spanish station).

Norsan Multimedia has a total of 10 radio stations in the Southeastern U.S. In addition to the Charlotte market, Norsan Multimedia has strong presence in Jacksonville, FL; Knoxville, TN; and Columbia, SC.

In August 2008, Norsan Multimedia bought Mi Gente Spanish Newspaper and a couple months ago, the website:
Source: Norsan Multimedia

so true

so true