Ornelas Debuts Hispanic Ads for Nissan’s Centra

30-Second TV Spots Will Get More Airplay in Major U.S. Markets
DALLAS–Ornelas & Associates has launched its first Hispanic campaign for Nissan’s Centra model.
The agency was awarded the Centra work early this year in addition to the auto maker’s planned Hispanic campaign for the Altima and Frontier Crew models. The media budget for the initial project was estimated at $6 million.
The new Centra executions resemble those for Altima and Frontier Crew, with shots of a speeding car interspersed with written commentary in Spanish.
“We’ve tried to stay very consistent with the dynamic music, no voiceovers, dynamic editing and super clever copy,” said Ornelas creative director Mauricio Castro. “It’s working wonderfully because it continues to cut through the clutter of chit-chat noise in Spanish TV.”
The two 30-second spots are also the first Hispanic ads for Nissan to air widely across the country. In addition to spot and network television, the campaign is being supported with outdoor as well as national and regional print advertising.
Agency president Victor Ornelas said the Centra, positioned as Nissan’s entry-level sedan, is being targeted at 18- to 30-year-olds. The campaign’s contemporary style eschews Latino music for upbeat rock and techno stylings.
“We knew with the younger demo that it has to be a lot more contemporary,” Ornelas said. “The Centra underwent a total redesign for 2000 and we wanted to communicate that–more room, better performance and a new interior.”
The Centra ads retain the “Sobrepasa” (overtakes or surpasses) tagline selected as the Spanish-language equivalent to Nissan’s general market “Driven” campaign.
Ornelas & Associates, based in Dallas, is a Latino-owned agency with more than $23 million in annual billings.
The agency’s client roster also includes Anheuser-Busch, Bank One Corp. and Taco Bell. K