La Agencia de Orc' & Asociados, the Hispanic advertising agency of record for American Honda Motor Co., has developed three new TV spots in support of the automaker's regional marketing efforts. The spots, all originals, are running in California and Florida markets.
The agency's previous regional ad efforts had been adapted from general market spots, according to Roberto Orc', president of the Los Angeles shop. But research by the agency and client found those adaptations are not the most effective way to reach the Hispanic market.
"The problem with adaptations is that we don't get to see ourselves," said account director Susan Casillas-Pƒrez. "To successfully sell a product, your target audience must see themselves using that product and be able to identify with the individuals in the spot."
In one spot, "Starry Night," which broke this month, a handsome young Hispanic man is seen stargazing. He grasps a falling star from the sky to make a wish, and is then seen relaxing on the roof of a Honda Accord LX.
The two other spots, for the Honda Civic Coupe EX and the Civic Sedan LX, began airing late last year. All three spots will likely air throughout the year to support regional promotions such as lease or price deals, Orc' said.
The media buy, estimated to be $2-3 million, includes the Spanish-language Telemundo and Univision networks during prime-time sports and local news programs.