New Campaigns: SouthEast

Client: AutoNation USA, Fort Lauderdale, Fla.
Agency: del Rivero Messianu, Coral Gables, Fla.
Creative Director:Luis Messianu
Copywriters: Messianu, Rudy Leschhorn
Art Director: Monica Marulanda
Agency Producers: Michelle Headley, Betty del Valle
Account Service: Angela Battistini, Jacob Beniflah
Director: Joe Soliz
Applying universal ideas to the Hispanic market is del Rivero Messianu’s approach in its new campaign for AutoNation USA. The agency seeks to soothe its target audience’s disdain of the car buying experience via four 15-second TV commercials breaking this week on Univision and Telemundo. Two spots emphasize a pleasurable automobile shopping atmosphere, including “Soaps,” featuring glycerine soap bars shaped like cars. “Finally, a clean and transparent way of buying a car,” the voiceover says. The other pair focuses on peace of mind; one spot, “Ring,” shows a sedan perched atop a wedding band. The assuring voiceover: “Getting married to a pre-owned vehicle is no longer a difficult commitment.” -Katy Eckmann

Client: Service Merchandise, Brentwood, Tenn.
Agency: Zubi Advertising Services, Coral Gables, Fla.
Creative Director/ Copywriter: Marta Calvo Associate
Creative Director: Rick Porven
Art Director: Frank Prieto
Agency Producer: Maria Elena de la Noval
In a new Service Merchandise campaign targeting the U.S. Hispanic market, Zubi Advertising Services followed the client’s general market ad strategy-with a twist. “Using recognizable moments in time where people are searching for something” is a solid idea, said agency executive vice president Joe Zubi. So the shop produced four 30-second TV spots, breaking this week on Univision and Telemundo, that mix relevant moments in Hispanic history and literature with modern shopping dilemmas. “Romeo & Juliet” depicts a lonely Juliet waiting for Romeo to show up with her exercise bike. Another spot tracks Don Quixote as he seeks the perfect dinnerware for Dulcinea. The tagline translates to: “Service Merchandise. Look no further.” -K.E.