As you may know, I’m a creative working in the Hispanic advertising industry. My background is actually in art direction, in digital more than any other medium. As many of us creatives, everyday we look online for inspiration, what’s out there, what other brands are doing, portfolios, funny stuff, trends, articles, news… all of that. In this daily routine, I find myself stumbling upon the same resources, references, techniques and gimmicks over and over again… and really: we should stop. Here are some of them:
1. La familia.
It seems like every single Hispanic ad has to have the mom, the dad or the abuela, or all of them. Granted, there are situations in which it’s 100% relevant to have those characters, but like the title of this post: let’s stop over using it.
Gosh… I really don’t have much to say about this one other than, please, let’s stop using luchadores. It was cool 10 years ago. By now it’s just as stereotypical as salsa dancing and mariachis. Let it go.
3. Candy Skulls.
Same thing as with luchadores. Enough already. Done.
4. Cha. Cha. Cha.
Really? do we really think that to approach the Hispanic consumer we need to always sound like a Mariachi or a Salsa? I know we have a distinctive sound but… really? Again, there are particular cases in which the cha cha cha is the correct approach, but definitely not in every single one. This only screams “client asked for it”. And if he/she didn’t… oh well.
5. The over the top VOs.
This is one of my favorites. It’s been a while since I want to do something making fun of our VOs or our spanish dubs. They are so over the top and cliche that you could be watching the most visually stunning commercial ever created and once that spanish VO comes in, feel like your watching the most horrendous spot ever from 1981. Can’t we just move on to having neutral voices?
6. Hispanics are smarter.
Enough said. I refuse to think we are THAT stupid. George Lois said:
“If you think people are dumb, you’ll spend a lifetime of doing dumb work.”
Couldn’t agree more.