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For First Time, Spots Are Made Exclusively for Spanish Speakers
DETROIT–General Motors’ Buick division this week breaks a campaign for the Century model that is its first created exclusively for a Hispanic audience.
Past Hispanic spots have simply been Spanish-dubbed versions of the mainstream work. While they boosted awareness and consideration of the brand, testing showed Hispanic audiences responded more strongly to spots created specifically for them, said Phil Risinger, Century brand advertising manager.
“The Century brand positioning overlaps exactly with the Hispanic lifestyle,” Risinger said.
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