Pepsi’s ‘Neighbor’ Translates to General Market

DALLAS A Spanish-language commercial for Pepsi created by Dieste Harmel and Partners that broke in the Hispanic market featuring Desperate Housewives actress Eva Longoria is beginning a general-market run this month, the agency said.

The English-language spot, entitled “New Neighbor,” portrays a handsome young man who just moved into the neighborhood being courted by attractive young women bringing him plates of food. But he pays little attention until the character played by Longoria shows up with a couple of Pepsis in hand.

The setting of the scene and music from the 1950s gives the ad a retro feel, said Roberto Saucedo, creative director at DHP, a Dallas-based Omnicom agency.

“The spot celebrates the Hispanic tradition of welcoming new neighbors, and the drama and familiarity that exist when people live in close proximity,” Saucedo said.

Brent Herrington of Frames, Dallas, edited the spot, and Rachael Turnage was executive post-producer.

Besides Saucedo, the DHP team responsible for “New Neighbor” includes Aldo Quevedo, executive creative director; Mack Simpson, creative director; Pablo Reyes, senior art director; and Dan Calhoun, broadcast producer. The spot was shot on-location by Saville Productions in Pasadena, Calif. Simon West directed.

Campaign spending was undisclosed.