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 Dad says, let’s wash the cars.
He means, let’s talk.

"It didn't take long for me to realize what he really wanted: spend some time together. So, between sports chat and jokes we talk about life... our mistakes and triumphs. Our dreams and goals. Dad always starts the same way ‘Miguel, my first car was a GM and it was so reliable, I’ve been buying General Motors cars ever since’.
What he’s really saying is: When you find something you can count on, stick with it. So, when I bought my GM car, he said, "smart buy, Miguel.’ --I said-- like father, like son"

General Motors. Cars and trucks you can count on, for all life’s journeys.

People in motion
"Carwash"  Hispanic print ad, English and Spanish.
Cuando papá dice: "¿Lavamos los carros?", quiere decir: "Hablemos".

No tardé en darme cuenta que lo que papá quiere es pasar tiempo juntos. Y así, entre comentarios de deportes y chistes, también hablamos de la vida, de nuestros errores y aciertos... de nuestros sueños y metas. Papá siempre me dice: "Miguel, mi primer carro fue un General Motors, y era tan confiable que desde entonces he seguido comprando GM".
Verdaderamente, lo que me quiere decir papá es que, cuando uno encuentra algo en lo que puede confiar, no debe dejarlo. Por eso, cuando compré mi propio carro de GM, papá dijo: "Buena compra, Miguel". Yo conteste: "Claro, de tal palo, tal astilla."

General Motors fabrica autos y camionetas en los que puedes contar, mientras recorres el camino de la vida.

Gente en movimiento.

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General Motors Corp. Hispanic Campaign, Print, "Carwash" Ads in English and Spanish (General market and Hispanic and Latin American). These executions have been also produced as TV:30 spots for Spanish language television networks and in English for general market networks.

This is an example of corporate image ad that has everything: first a good feeling associated with the brand. It's totally in culture, involving, the situation is relevant to the reader (everybody is a father or a son) as well as the product in relevant situation too. The Latin reader identifies with it, the man talk "cosa de hombres", the care and pride of the car. It's about a relationship, with the son... with the car... and now between the reader and the brand. It has traditional Hispanic values but with a twist; a patriarchal society that is changing, a father that opens up to the son in an intimate moment: washing the cars. Upbeat rhythm, aspirational. This is an ad that I like a lot. Specially the original version in which I explore the intimacy and the relationship a bit more. It never got publish because it was too long. I wrote it from the heart. I was channeling part of my relation (or lack of) with my father and it came something very emotional. This ad got an ACW Bronze award for print. I did them for my clients TCMG and GMC in '98. They requested me to see if  I could adapt an African-American campaign into Hispanic, but I recommended to create new concepts explaining the differences among the markets and how in target where the AA executions. I wanted to achieve the same quality for Hispanic and Latin American markets. I came up with the concept and was the Hispanic creative director and the copywriter for the campaign. I worked with CD. L. Aarons and the whole team at TCMG. "Carwash" was written for print, actually this was going to be the spread, but client like too much and ask us to produced as a TV execution and the spread was reserved for "and baby makes 3". Actually client had set aside budget for only one TV spot (which was going to be "Wedding"), but after seeing this ad GM corporate executives fell in love with "Carwash" and decided to add more money into the budget than originally planned. The TV spot was directed by Fernando Leal. We rushed it so it could air for the 1998 World Cup Soccer and we did it. All the way to the cup's final mid time. --Raul Morales, Spanish Copywriter and Hispanic Mkt. Advertising Creative Director freelance.