I found this to be a fantastic approach to Multicultural Marketing in today’s global world. Readily recognizable Telemundo announcer, Andres Cantor, but in English, and great underlying connection to World Cup right now.
I’d be curious to know the intended target audience for the ad and the response, but it strikes me as an ad that reflects the nature of today’s global society–people of different backgrounds interact in the same space all the time.
I’m bi-lingual so I don’t think I even noticed Cantor was speaking Spanish*, and as the wife of a Brazilian I think I’ve been hearing the “GOOOOOOOOOOOOAL” and excitement about soccer for years—particularly a lot recently with World Cup on in waiting rooms, school cafeterias and more in recent weeks.
But then as a double check I asked my Brazilian husband, who used to do real-time translation/sports broadcasting for ESPN when they were expanding their presence in Brazil in the 90’s—“Do you think most non-Hispanic USAmericans would recognize this broadcaster?”
He did not.
This makes the ad even more interesting…an ad targeted to the Hispanic Market that is primarily in English, with Spanish more as a sidebar—not carrying the message.
This completely recognizes the changing face of the Hispanic market—with second and third generation immigrants, fluent in English, with English the language spoken in the home as well. It’s a more current take on the idea of Hispanic Target Market.
What do you think? Do you recognize Cantor? Are you bi-lingual? How/does the ad speak to you?
*Translation (from respondent on Geico’s Youtube site) It’s a fierce match today and (whover that guy is) is thinking! He’s thinking! We will see what he’s going to do. Will he move the queen or will he move the horse? How suspenseful! It’s coming! Coming coming coming GOAAAAAAAAAAAAA…
Since only 13% of Americans speak spanish and while America doesn’t have an “official” language, the majority of society uses english to communicate and transact business. Which begs the question, what’s the point? Unless, of course, Geico is pandering to illegal immigrants from across the border. My ancestors were immigrants….they learned to speak english upon becoming Americans.