Iván Calle of Zubi Advertising: Ford’s By Design has elements that reach the Hispanic market

In Ford’s Brand campaign, Zubi Advertising developed three campaigns addressing the general market. The agency creative director, Ivan Calle, talked to PRODU about the crossover work that appealed to both Hispanic and the total market. “By design is the concept and line of Ford’s campaign, which was developed as a whole with the general market. We developed the campaign under the same guideline, but with elements that reach the Hispanic market” Calle said. By design was released with six spots for the general market, from which the Hispanic agency developed three. “We are on TV promoting Focus and Fusion with spots broadcast in the general market and also in the Hispanic market: Trompo, Ojos y Bocas. We show that insight of the native region game” he said. {Trompos;www.produ.com/television/videos/index.html?noti=10080} spot features Focus moving among spinning tops and the soundtrack is a fusion of Hispanic rhythms. “The lyrics are in English, and it was aired basically in 30 seconds and then in 15 seconds” he explained.