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Chevrolet Bids Adios To Ad Hoc Hispanic Ads

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General Motors' Chevrolet division is expanding its Hispanic marketing efforts with the addition of a new target market and an extensive Spanish-language campaign.
Chevrolet is adding Chicago to the list of cities included in its integrated Hispanic marketing initiative, developed by Accentmarketing, Miami, in partnership with national Chevy agency Campbell-Ewald Advertising (CEA), Warren, Mich. The 1998 model campaign kicks off with five new Spanish-language TV commercials--including both 60- and 30-second versions of a spot for the Prizm, which break today.
Accentmarketing began working with the division and CEA in 1995, when it launched a pilot program in Miami. It expanded to Dallas, Los Angeles, Houston, San Antonio and San Diego the following the year.
"Hispanic marketing efforts are really an extension of brand management," said Chevy national advertising manager Jim Jandasek. "Previously, efforts targeting Hispanics were done regionally or locally on an ad hoc basis. It's a much more cohesive effort now."
"While other advertisers merely dub mainstream advertising with a Spanish voiceover, Chevrolet recognizes the value in creating original spots that are relevant to the Hispanic community," said Accentmarketing creative director Allison Manning-Dowd. Even standard tags are tailored to better connect with Hispanics, she added.
The five TV spots will air nationally on the Spanish-language stations Univision, Telemundo and Galavision. National print breaks in March in a variety of Hispanic publications.