Bravo, Cingular ‘Adelante’ Among Latinos

ATLANTA Cingular Wireless launched one of its most comprehensive efforts in the Hispanic market today with a national television, radio and print campaign, the company said.

The work introduces new creative that replaces the tagline “Raising the bar” with “Adelante,” which has a variety of meanings in Spanish including “moving forward” and “being ahead.” The word is incorporated into a new logo for the campaign that juxtaposes adelante with the image of the rising bars used in the company’s general-market advertising.

“This new tagline and ad campaign reflects Cingular’s commitment to the Hispanic market and our desire to contribute tools that offer them a better experience in the use of wireless communication,” said Roberto Garcia, the firm’s director of Hispanic marketing.

WPP Group’s Bravo Group in Miami created the work.

TV commercials began running today on Spanish-language networks nationwide. The spot that launched today features a character named Pascual, who is hired as a salesman and given a vast territory with few resources beyond his Cingular phone. He becomes his company’s star salesman because of the vast coverage area of the Cingular network.

The print campaign will begin next week in Spanish-language newspapers across the country.

The new campaign positions Cingular as a partner of Hispanics, one that understands their challenges in the U.S. and can help them succeed here, Garcia said.

Campaign spending was not disclosed.