Chevy Says 'Subete' to Hispanic Consumers

NEW YORK Chevrolet said this week it will unveil its largest marketing effort targeting Hispanic customers.

The campaign, themed “Subete” (“Come on board”), via Accentmarketing in Coral Gables, Fla., will include TV, radio, print and the Internet.

Chevy said the focus of the ads would be the Silverado full-size pickup, but the effort will also include pushes for the Equinox SUV and the Malibu/Malibu Maxx midsize cars. The campaign features Hispanic celebrities such as soap opera star Mauricio Islas for commercial voiceovers and music by Maldita Vecindad, a Latin music group.