Castells Creates Latino Connection for Comcast

LOS ANGELES Castells & Asociados has launched a campaign for CableLatino, Comcast Cable’s new Hispanic programming packages.

The effort includes six versions of a 60-second television spot, as well as radio ads, direct mail and collateral. The tagline is “La conexion que nos une,” which translates to, “The connection that brings us together.”

Spending was undisclosed. Comcast spent nearly $20 million last year on ads for its cable TV operations, according to TNS Media Intelligence/CMR.

TV spots are meant to show how CableLatino improves the lives of Hispanic consumers, said Alfred Valdez, executive vice president and account director at the Los Angeles agency. “Comcast and CableLatino bring programming you’ve always wanted to see, made with the Latino consumer in mind,” said Valdez. The tag, he said, plays off the notion of the cable connection and “connecting to everyday life.”

Ads show scenarios such as a couple dancing to music from a CableLatino channel, children who are playing with toy dinosaurs and lizards after watching an educational program, and workers in a lunchroom watching a sports program on CableLatino.

The Philadelphia-based client created CableLatino packages by expanding programming offerings to include Spanish- and English-language video and audio channels.

Ads target Hispanic consumers ages 18-49, said Valdez. The campaign, which will run through 2003 and beyond, will launch in 10 markets: Albuquerque, N.M.; Los Angeles; San Francisco; Boston; Chicago; Sacramento and Fresno, Calif.; Dallas; Denver; and Philadelphia. The work will also air in Miami at a later date, Valdez said.

Castells was retained at the start of this year to create Comcast’s first national marketing outreach to Hispanic consumers.