MERCADEO Versión en español
Dieste Uses Preservation of Hispanic Traditions For The Brand Goya
Liz Unamo| 28 de abril de 2017
El comercial narra cómo recuperar las tradiciones latinas en los hijos
One of the characteristics of Hispanic-Americans is that they want to preserve their latin heritage. This powerful feeling was the main idea of the agency Dieste to develop a commercial for Goya Foods, a company dedicated to the production of traditional Latin foods. The spot, directed by Andres Salmoyraghi from Rebolucion, L.A., shows a series of scenes in which parents and children from Hispanics in the U.S. go through moments in which the children begin showing signs that they are losing their Latin traditions. In the first scene, a girl tells her mother she has to take some Hispanic food to school and says she wants to take nachos; the next one depicts her brother watching a football game (instead of soccer), and in off we hear: “I’m losing my Latin child.”The commercial uses food as a solution for parents to get their children to recover their Hispanic traditions (“win them back” says the spot literally), and to help them do this they can count on Goya Foods. The campaign is aimed at the old and new generations of Hispanics in the U.S. and will be aired on channels in Spanish and in English, as well as on YouTube and recipe-cooking channels.
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