The Hispanic population is the fastest-growing segment in the United States, accounting for 17 percent of the U.S. population, according to 2014 census estimates. Despite the fact that there are 55 million Latinos, however, the amount of original content targeting the demographic is lagging. And comedy is one of the largest gaps, especially within the digital space.
Young Latino consumers: They're hip! They're mobile! They lead active, on-the-go lifestyles!They're also, you know, pretty much like anybody else—though that's something marketers rarely want to hear when they're paying small fortunes for demographic "experts" to demystify the millennials who live at an ever-growing cultural crossroads in America.Honda pokes some fun at the marketing world's Hispanic fixation in its newest ads from the Santa Monica, Calif.-based Orci agency for the Fit. Wild-haired comedian Felipe Esparza serves as a tour guide of sorts into the world of young Latinos, only to find that they're mostly just focused on running errands and getting to work."Are we going to a party?" he asks a couple from the back seat. "We're ... just going to the movies," the young woman replies.He's also shocked to learn that instead of packing their trunk with trendy fixies, they're just grabbing groceries. "Groceries? Rebels!"