Dieste Saps HBO En Espanol

Cable TV Channel Assigns Initial Spanish-Language Campaign
DALLAS–Home Box Office hired Dieste & Partners here to create its first Spanish-language image advertising after a review of four agencies.
Bernadette Aulestia, associate manager of target marketing at HBO, said Dieste & Partners was given the assignment after discussions with three other shops: Cruz/Kravetz: Ideas, Los Angeles; del Rivero Messianu, Coral Gables, Fla.; and Vidal, Reynardus & Moya, New York.
Vidal was the only contender that had a track record with HBO. It has produced direct response work for the New York-based company.
Aulestia declined to disclose billings, but sources said spending for Dieste’s initial month-long assignment could reach $3 million.
Dieste is developing a television, print and outdoor campaign that will appear during Hispanic Heritage Month, Sept.15-Oct. 15.
The TV ads tout HBO en Espa-ol, which viewers can access through the secondary audio programming (SAP) button on their television remotes. HBO en Espa-ol is also available as a separate channel from some satellite service providers.
The 30-second television spot, already cut, opens in a New York alley. A Latino man fends off several martial arts experts and is left facing the group’s Chinese-speaking female leader. Unable to understand her, the man pulls out a remote, hits the SAP button and hears her speak in Spanish: “Sorry, we thought you were my ex-husband.”
The spot includes a brief plug for upcoming Home Box Office programming and a voice-over that notes: “HBO en Espa-ol. Get it?”
Aulestia said HBO’s decision to market its service more aggressively to Hispanics is a recognition of the segment’s rapid growth and purchasing power. She said Hispanic viewers account for about 10 percent of the cable TV channel’s 25 million subscribers.
Dieste managing partner Warren Harmel said the agency is discussing future assignments with the client. He declined to discuss specifics.
HBO’s general market agency is BBDO in New York.