Ford Speaks 'Spanglish' for Edge SUV

NEW YORK “Temptation,” a 30-second TV spot crafted by Zubi Advertising for the new Ford Edge SUV, will debut on Hispanic television networks on Dec. 24. But the twist is that it won’t be a Spanish-only commercial.

The spot features a young Latino in an urban setting driving a copper metallic Edge. A female passerby clearly admires the car as well as its owner, who responds, “Gracias, my wife feels the same way.” The “Bold stays faithful” tagline is flashed across the screen in English, not Spanish.

For the Coral Gables, Fla.-based shop the mix of Spanish and English points to a growing demographic segment that the agency calls EDH, or English-dominant Hispanics, who obviously still consume Hispanic TV. In addition to the Spanglish spot, the campaign includes a version that is completely in Spanish.

The TV commercial will run on Univision, Telemundo, Telefutura and cable channels CNN en Espanol, Discovery en Espanol, Galavision and Fox Sports en Espanol. The campaign includes product integration in various Spanish-language shows. The media mix includes print, interactive, mobile and outdoor.

Zubi has worked closely with Ford’s general-market agency JWT, especially on digital platforms. In a mobile tie-in, Ford Edge will offer consumers exclusive downloads of two Beyonce Spanglish ringtones on www.Univision.com, along with a sweepstakes contest to win tickets to her concert in Mexico City in 2007.

In a statement, Zubi CEO Joe Zubizarreta said that the new campaign “signals a reconsideration of mass media solutions in an era where Hispanic consumers are seeking alternative methods to interact with products and messages.”