Dieste Rolls Out Latino TV Campaign for Hyundai

Dieste & Partners has launched a new Spanish-language television campaign for Hyundai.

Two television spots broke this month and will air on Telemundo and Univision through fall 2001.

One humorous ad focuses on Hyundai’s 10-year, 10,000-mile warranty. In it, a soccer player is standing at a podium during a press conference at which his multimillion dollar contract is being announced. An overdone congratulatory pat on the back knocks him over and results in a season-ending fracture. The message: “Life has no guarantees. But Hyundai does.”

“Our whole idea [was to] take the idea of a warranty and communicate in a highly creative way,” said agency president Tony Dieste, noting that a previous campaign for the brand had focused more on peace of mind and security.

A second commercial from the Dallas agency highlights Hyundai’s low-price point Elantra model. A teacher in a classroom becomes mesmerized as he looks out the window and sees a parked Elantra. By the time a passing truck interrupts his trance, the students that had been taking a test are dancing, talking and throwing paper airplanes.

“Our objective there was to demonstrate the Elantra is a very good-looking, well-styled vehicle for the price. It will get your attention big time,” said Dieste. The spot’s tagline is: “Captivating value. Hyundai value.”

The TV commercials are both targeted at 28- to 49-year-oldLatinos. Both ads were filmed in Dallas by production company De Nolfilms.

The media budget for the campaign was notdisclosed.

Dieste & Partners won the Spanish-language advertising account of the Fountain Valley, Calif.-based automaker last year. The agency’s other recent account acquisitions include Sal-omon Smith Barney, Clorox and Kraft Foods Promotions.