Hispanic Crest Ad Hailed
“Procter & Gamble just put the entire Hispanic market in prime time,” said Felipe Korzenny, principal of multicultural advertising consultant Cheskin. “It’s an exciting development for the market as a whole because it will show how important this market is. And it will show society as a whole that Hispanics are now an integral part of the structure of this society.”
For its part, Crest’s goals seem top be in sync with Korzenny’s beliefs. "Procter & Gamble has been among the leading advertisers in the Spanish language since the sixties. This spot is just one example of the many ways we are connecting with Hispanic consumers including a variety of outreach programs addressing relevant concerns and issues facing Hispanic families," says Rob Steele, president, North America, Procter & Gamble.
The 30-second spot -- for Crest Whitening Plus Scope – will also air in other general market programs later this year, including the Latin Grammy Awards and the ALMA Awards. According to a P&G statement, the spot is “the next evolution in the Crest brand's long heritage of marketing directly to Hispanics, now the largest minority group in the United States.” Hispanics comprise more than 12 percent (the national average) of the population in states such as California, Texas, Arizona, Nevada, New Mexico, Colorado, Florida, New York and New Jersey.
The spot, entitled "Good Bye Kiss," shows a young Hispanic couple in their daily morning routine. The husband rushes out the door to work and realizes that he cannot get enough of his wife's "refreshing" goodbye kisses. The spot closes with the tag (in English), "white teeth and fresh breath... in any language." It previously aired on Hispanic networks and was created by Bromley Communications of San Antonio, Texas.