Ready pa tu Mundo
Last week I was interviewing a young potential AE for our Hispanic Marketing company, explaining what solutions we can offer for marketers trying to reach Hispanics online. During the course of our conversation, I talked to him a little about Ford’s “Ready Pa Tu Mundo” campaign for the new Ford Fiesta, how they have crashed through the Spanish creative/English creative wall and done truly bicultural messaging. “Because that’s how we live, right,” I said, “in both worlds.” Our language among each other is a mutually understandable mix of the cultures we live: English, Spanish, English and Hip Hop slang, Spanish and regional Spanish slangs, etcetera. A sharp but thoughtful recent college graduate, (Mexican-American, by the way), his response after soaking in what I had just said was, “It’s about time. I mean, it’s been coming for a while, right?
Zubi, whose work I respect, is the agency behind both the “Ready Pa Tu Mundo” and Chase’s new bicultural campaigns. If you go to Readypatumundo.com you can see the campaign as it is executed – the screen even says “Cargando Now” when it’s loading. The Fiesta clearly has a young demo, and the site design is cool and interactive, with young people featured speaking how we speak. At least in syntax, because the (believable) actors, I surmise, are Colombian or Cuban by their accents, and we on the West Coast don’t talk like that. More on that later. They also tend to be on the light skinned side, which is another perennial issue for Latin media. But these are subtle “between us” issues for now – overall the effect is strong and uplifting – I mean, it actually makes me feel good to see these advertisements (!) – young Latinos speaking Spanish, English and Spanglish fluently and confidently.
Then I read in last week’s issue of Hispanic Ad.com about Chase’s new bicultural campaign, and saw that Zubi was behind that as well. I have to admit I was a little skeptical before viewing the ads, probably because I have seen the recent bicultural State Farm ads, which I would rate as “OK”. The first word out of my mouth when I saw Zubi’s Chase ad was “Dope.” They did a great job, and introduced what I think is a compelling new service as well, Spanish language bank statements. Dieron directamente en el blanco, three points, swish.
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