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My
father always said: choosing a husband
is like choosing a car.
"My dad owns a car service center, and he looks at everything the way he looks at
cars. So, when I brough Jorge home to meet my family, Dad asked him so many questions.
Papi was glad he's reliable and dependable. Like our General Motors cars. Jorge is all
that... plus warm, funny and handsome. He won over my whole family. I guess you could say
he passed the inspection."
General Motors. Cars and trucks you can count on, for all life’s journeys.
People in motion |
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"Wedding"
Hispanic print ad, English and Spanish. |
Papá siempre dijo que escoger un esposo
es como, elegir un carro."Mi papá es dueño de un taller de
mecánica y por eso todo lo mira de la misma manera que lo hace con los carros. Así,
cuando traje a Jorge para que lo conociera, mi papá le hizo muchas preguntas. Lo que más
le gustó es que Jorge es confiable, como nuestros carros General Motors. Bueno, además
Jorge es cariñoso, divertido y muy guapo. Le cayó bien a toda la familia. Se puede decir
que pasó la inspección."
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, Wedding Ads in English and Spanish
(General market and Hispanic and Latin American). Thiese 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 as well as the product in relevant to the situation. The Latin reader
identifies with it, the wedding situation is important, specially for female audience. It
has traditional family values but it's not too mushy. Upbeat rhythm, very aspirational and
the detail of a woman talking about men and cars. This is an ad I'm proud off. It also won
the 1999 flame award and '99 ACW silver award for TV execution and 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 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.
"Wedding" was my recommendation for TV execution (actually it was the only one I
wrote for TV and print) because client had set aside budget for only one TV spot, but
after seeing our creative GM fell in love with "Carwash" adding more money so we
could produce for TV. Fernando Leal directed the film. We rushed so it could debut for the
1998 World Cup Soccer and we were there all the way to the final's mid time. Raul Morales.