March 07, 2017

By Gonzalo López Martí - Creative Director, etc. /

  • We need to get America to love Latinos again.
  • We used to be political & marketing gold.
  • Overnight, we became a political piñata, outcasts and, by extension, a marketing taboo.
  • We need to roll out a charm offensive.
  • D’you know why the ratings of The walking dead have steadily been through the roof the last couple years?
  • Cuz that’s exactly how middle America feels.
  • Whether we like it or not, whether we understand it or not, a lot of gringos are scared.
  • S***less.
  • The reality around them has changed too much too soon.
  • Let’s do an exercise in empathy.
  • Imagine how your average God-fearing, beef jerky-chewing, monolingual dude or gal feels at any given time when they turn on the TV and every other station has some scantily clad Latina dancing salsa or some hair-plugged anchorman motormouthing in Spanish?
  • Sans subtitles.
  • Yeah, you will tell me that you grew up in México, Colombia or Perú and, conversely, every other TV station was playing Madonna music videos.
  • Sans subtitles.
  • Or Starsky & Hutch, Baywatch, The Six Million Dollar man, Roots, Seinfeld, Rambo, Rocky, Indiana Jones, Star Wars and so on and so forth.
  • You will tell me that you cannot walk a single street block pretty much anywhere on Earth without seeing a plethora of McDonalds, Starbucks, Pepsi, American Express, Nike, Ford or Chevy logos.
  • Middle Americans need to understand that the world has changed.
  • Middle Americans need to understand that we live in a global ecosystem defined by the very free movement of goods and labor that America strongly advocated for for the better part of the last two centuries.
  • It’s a two way street now.
  • Tru dat.
  • Still, we need to tread carefully.
  • America has changed too much too fast.
  • We Latinos need to prove to gringos that we are not here to subvert the American way of life.
  • We’re not here to impose Spanish as the official language.
  • We are not here to cut in line or break the law.
  • Or to impose Sharia law for that matter.
  • We are just here to work, pay taxes and work harder.
  • We are here because, as I pointed out a few paragraphs above, we grew up watching the American way of life on TV and consuming American products.
  • We are here because Hollywood & Madison Avenue did such a great job at selling us America that we just decided we wanted a closer look.
  • We are here because we love and admire America.
  • We are here because we want to help America be even greater than it ever was.
  • We need to prove this once and again.
  • Now if this seems to be the problem (that we work too hard and pose some kind of a threat to a segment of the labor force who for some racially biased reason pretends to be given a pass under the belief that they are entitled to high-paying jobs without competing in a free, fair and open market) well, in that case, there’s no solution in sight.
  • As most of my fellow foreign-born US Hispanics, I grew up in a country where roughly half of the population believes Americans, and some Europeans, are the cause of all evil: imperialism, militarism, racism, materialism, consumerism, dandruff, you name it.
  • I can’t begin to tell you how annoying it is to witness the same single-minded silliness in the Trump camp, only in reverse.
  • Conversely, Trump’s America is quite wrong if it believes it can bully -or insulate itself from- the world, create ill will and bad blood among the international community and get away with it.
  • Retaliation will not come in the way of terrorism or military action, let’s not even go there.
  • As marketers and advertisers we know very well that nobody does business with a brand it holds a grudge with.
  • America the brand is simply not viable if the world opts to not buy its products, eat at its fast food restaurants, drink its beers and sodas, watch its movies and sports, buys its stocks and bonds and open accounts in its banks.
  • A self-proclaimed businessman and master marketer like the new POTUS, of all people, should know this.

Political piñata. Part 1: 

Political piñata. Part 2: 

Political piñata. Part 3: 

Political piñata. Part 4:



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