• by Erik Sass  @eriksass1, October 6, 2006

Chase Card Services is launching its first campaign targeting the Hispanic market, the company announced Thursday--including Spanish-language ads centering on the theme "Confia en Ti. Confia en Chase" or "Believe in Yourself. Believe in Chase." In cooperation with Hispanic ad agency Lapiz, Chase is promoting its credit-card services through TV and Internet advertising, as well as corporate sponsorships.

According to James Andrade, Hispanic market manager for Chase Card Services, Chase is targeting Hispanics with an aspirational campaign focusing on the newfound buying power that comes with a Chase credit card. "The Hispanic segment is somewhat newer to credit. We're working off our usual branding platform, but with a message focusing on more is possible. Let Chase open up a world of possibilities."

The TV spots began airing this week on the big Spanish-language networks: Univision, Telemundo, Telefutura and Galavision. In addition to likeable protagonists, the spots include recognizable tunes from a popular Argentinean group, Los Pericos, and musical artist Fito Paez. Internet ads are also running on AOL Latino, MSN Latino, Terra Online and Univision Online.

In the first of two humorous TV spots, the viewer follows a man walking in a city, inexplicably carrying a scooter helmet. After he gets a Chase credit card, he zooms by the same locale on a scooter. In the second spot, the viewer follows a woman as she deposits quarters in various machines. After she gets her Chase card, we see her happily using her new laundry machine at home, no longer forced to visit laundromats.