Esta temporada de fiestas, los camellos tambien hablan
This holiday season GlobalHue Latino developed a different and fun holiday campaign for Verizon Wireless. The idea was to tap into different holiday icons. Instead of using the typical wise men, we used their camels as the protagonists and for an added twist…they talk! This idea came from the insight that the holiday season for the Hispanic market extends through January 6th when the three wise men deliver the gifts. Each camel was created with a different personality to reflect the diversity of cultures in the U.S, a Mexican, a Puerto Rican and an Argentinean.
“Who could be better experts than those who have been delivering gifts for thousands of years? That’s why we thought it would be a good idea for the camels to be Verizon’s Wireless ambassadors this holiday season” said the Executive Creative Director, Diego Yurkievich.
The four TV spots where shot by the directors David Ramser and Michael Killen in the beautiful location of Capetown, South Africa, which provided a great variety of scenarios, “talent” and production value.
The campaign began airing November 8th and will run through January 6th 2010 on national Hispanic T.V. The 360 effort accounts for a total of four TV spots, local radio, online, cinema theaters and an e-card asset hosted on the vzw.com/fiestas website; to give Hispanics the opportunity to play and interact with the camels at different levels.
- GlobalHue Latino
Joke for thought!
Ad agencies talk about cultural relevance, but we are still keeping the conversation on a very broad perspective.
What if we start dividing what Latino culture is all about into smaller/ more actionable pieces?
Let’s start with humor, for example.
Can you really translate humor from one language to another?
Or in other words… Have you ever found a German joke to be funny?
If we get to crack the code to what Latino humor is all about, maybe we could have something to help our creative development process.
Or something to talk about…
And then we could go through that same exercise with other emotions.
Love… Friendship…
How can we better connect to those emotions?
If we take a look at Latin American ads, for example, we see that they are able to touch certain emotional “fibras” that Hispanic ads just don’t.
At the end of the day, we are in the communication business. We are not here to understand or sell a specific culture. We need to focus on better understanding those emotional triggers that act as a wake up call to the Latino culture that’s inside of every bi-cultural.
Just a joke for thought.
Gustavo Razzetti
President @ GlobalHue Latino
What’s in a Name?
A lot actually. Or that’s often what parents hope when they name their child. That the name will somehow influence or be a reflection of the person they are going to become… strong, creative, one-of-a-kind, successful. More and more we hear about celebrities and their unique choices for baby…Bronx Mowgli, Rocco, Apple. For them, Jane is just, well, too plain.
Often times, names are given so that the child will aspire to be as “great” as his namesake. And in Latin America, sometimes these aspirational figures are not Hispanic ones but ones outside their culture or history. Some even reflect political views of times gone by, but nonetheless remain fixed in current baby name books. Names like Yuri and Lenín for example. I have a second cousin named Lenín (that’s LEH-NEEN, with an accent, not Leh-nin) and know 2 Yuris (YOO-REEH): one from Ecuador and one from Colombia. Sadly, I know no actual Russian Yuris.
In the case of my grandfather, his love for all things “American” played a big role in the naming of his children. Galo Jorge Washington, Tomás Edinson (close enough), Benjamín Franklin and Abraham Lincoln. Yeah, for real. He had great admiration for the U.S. and boy did he show it. (I’d also like to give a shout out to my uncle, Salvador Bolivar, who while not named for an American personality, was in fact named for El Libertador, Simón Bolivar, a great man in his own right. S’up tio!)
We can still see evidence of U.S. admiration today as more and more “American” names make their way into the name registries in Latin America…albeit with “alternative” spellings. Jhonny, Yenifer, Michel. An English name may just give their kids a certain cachet…a je ne sais quoi.
Hoping their kids will stand out, parents sometimes get really, really creative and make names out of other English-language words that sound cool to them. Words that were never meant to be names. Here’s what I’m talking about:
Usnavi- US Navy
Usmaíl- US Mail
Milady- My lady
Yesaidú- Yes I do
Juan Jondre- 100
Crismas- Christmas (I’m not kidding, and wait, there’s more…) his son Crismasito, little Christmas.
I’m waiting for an Obama Pérez, Sánchez, or Gómez to be delivered in a hospital near you. I’m sure it won’t be long. The question is, will it be a boy or a girl?
Mariella Vargas
Creative at GlobalHue Latino
October: Mes morado (purple month)
Last week I decided to go to Central Park to photograph the beautiful splendor of the autumn foliage before it disappears. That is something that I did not want to miss because it’s a unique event that happens only once a year.
On my way to the park, as I walked up Eighth Avenue, I ran into something of equal, if not greater beauty, of a different kind. As I approached the corner of (54th) street, I heard what sounded like Andean music playing and then, around the corner, I saw a group of dancers performing a typical Peruvian dance. Being the music and culture enthusiast I am, I instinctively turned in that direction and got my camera ready.
The dance was captivating, especially the little girl in typical dress that caught my eye because of her flawless dancing and focused look. She must have been around 10 years old, and looked like a true professional. Charming!
But my amazement did not stop there. Soon enough, the smell of myrrh impregnated my senses and then I noticed, about half a block down, an enormous altar, with gilded decorations and surrounded by flowers and candles. I soon learned that I was witnessing the traditional “Procesión del Señor de los Milagros” (Procession of the Lord of Miracles), dedicated to the patron saint of Lima, Peru.
As I walked over, I noticed a group of women wearing white veils and holding incense burners – the source of the myrrh smoke. They were facing a very big altar that was being carried by a group of men dressed in purple robes whose expressions spoke of unshakable faith. They held this heavy altar on their shoulders while rocking it gently from side to side as the inched their way down the street to the solemn rhythm of… yes, yet another surprise – a brass orchestra that followed behind. Then I noticed something very interesting. The crowd, instead of following the altar, was actually facing it and walking BACKWARDS as the altar moved. I imagine that this as a symbol of reverence, although I do not know if there is a meaning to this.
Occasionally, the band would stop playing and then the sound of a bell would be heard. Then the men carrying the altar would put it down gently and stood by its side where a ritual would take place. At one point, one of these rituals involved the blessing of babies, who would be handed to a (priest?) on top of the altar who would briefly hold the baby in front of the image of Jesus and then hand him/her down to his/her parents. Each time these rituals took place, a solemn silence would dominate the atmosphere. I thought this was amazing – I mean, we’re in the middle of Manhattan, and you could almost hear a pin drop. What a feeling!
But the most impressive thing of all is the enormous faith that was projected all over the place. You could feel this energy everywhere and it gave you a feeling of peace that’s very hard to describe. It turned the crowd into one solid mass of hope; a single beating heart that spelled out peace and goodwill to everyone. Amazing.
The autumn foliage in Central Park was captivating. But the crowd of purple robes that was still there after many hours, and to which I was compelled to follow once again upon my return from the park, was a type of beauty that I did not expect to find in this jungle of concrete. Another magnificent detail of the colorful mosaic that is our culture.
Alberto Bernal.
Creative @ GLobalHue Latino
Where in the world is Halloween?
As I’m sitting in my living room ready to start watching Soledad O’Brien’s Latino in America, I realize that my 4-year-old doesn’t know she is Latina. In fact, I don’t think we’ve ever said that word to her! So I start explaining what being Latino means. On an imaginary map, I show her where our countries (Perú and Spain) are in relation to the U.S. She’s fascinated, and wants to know more… Then with a deep look and her eyebrows raised, she points to the “map” and says: “Mami, ¿y donde queda Halloween?” After laughing uncontrollably, we realize that trying to explain what being a Latino is might not be the right approach. I mean she’s already being brought up as a Latina. She is fully bilingual (English is NOT allowed in our house), she recognizes already people who “son como yo porque también hablan Español” and the food she eats at home is as Latino as it gets (Arroz tapado, Tortilla de patata to name a few).
So we continue speaking about our culture to our daughter and as I am (once again) saying “en Español, ¡qué si no, no te entiendo!; we hear one of the characters in the documentary say “If I could start over, I would speak to my boys only in Spanish”. It felt it was directed to me, because I understand how draining it can get to always be pushing the kids to embrace their parents’ mother tongue. Especially, when they live in a world in English. I know all this effort and determination will some day pay off. I’ve always said I want to raise my kids immersed in the Latino culture, because the American one will come to them by default.
Knowing that every culture has its strengths and weaknesses allows me to see the best in the American culture. A culture that eats lunch at noon and dinner at 6pm; a culture used to leaving the nest at an early age, is constantly on the go and sees family only on holidays. To be honest, as a 1st Gen. raising two 2nd Gens. I feel caught in the middle of a dichotomy. And I never quite knew how to put it into words, until I heard a 16 year-old teen on Latino in America say “She wanted me to be American, but she didn’t want me to act like them.” That’s it! That’s exactly how I feel! I thought (and expressed it loudly) I want them to be proud Americans, but I also want them to act Latino. I want them to speak Spanish fluently, be able to roll their “r’s”, be superstitious, be fashionably late, say “Jode”, have dinner at 9pm, be passionate and expressive, dance bachata, jump at concerts, love Gabo and Mafalda, and to be ridiculously close to their family (in Perú, Spain and the U.S).
There’s something fascinating about being responsible for shaping the lives of biculturals. While it is a challenge, it is amusing to see how bits and pieces of each culture merge into each other to create a better and stronger one. Latino in America focused that night on finding out who is actually influencing who in America. And I truly believe reciprocity is the best way to describe this phenomenon. I will continue on my journey to influence my kids with the richest qualities of my culture and will learn to embrace this new culture that is slowly becoming mine. After all, in an ideal world they will be able to recognize the best of each culture and own it. And who knows maybe someday my daughter can show me where Halloween is on the map 
Hazel Swayne
Creative @ Latinminds
¡No queda más remedio!
When it comes to ailments, Latinos can get creative in terms of diagnosing, preventing and curing them. This time of year, it’s not uncommon for the phrase, “Pásame el vivaporú” to be heard across Hispanic households. Vivaporú, otherwise known as Vick’s Vapor Rub, makes regular appearances during cold and flu season and throughout the year. A little bit rubbed on the outer nostrils will help you sleep better at night. And many believe that if you have asthma, a little bit on your chest and back can go a long way to “destaparte” or opening up your passageways. In the Dominican Republic, the magical combination of Vicks and toilet paper can work wonders too. Spread some Vicks on your hands, rub them together vigorously, rub the warm Vicks over your child’s feet, cover them with toilet paper mummy style, then put on her socks and bye-bye cold. Take it from our own Marleny Pereyra who was a frequent object of the mummification of the feet, thanks to her mom’s devotion to Vicks.
In Venezuela, a household staple is el jabón de panela Las Llaves…an inexpensive blue soap packaged in clear cellophane that has been around for over two centuries. It’s good for everything from showering and hand washing clothes to fighting acne and arthritis. Got a pimple? Wash your face with jabón Las Llaves. Joint pain? Fill up a bucket with hot water, put a little Las Llaves in there to make it bubbly, then soak and twirl the affected wrist or ankle for approximately 10-15 minutes and you’re on our way to a speedy recovery.
Now if you find yourself traveling down from Venezuela to Ecuador and get a mosquito bite, you may be told, “hazte la cruz.” This does not mean to ask a higher power for relief, although you could try that too; it just means to locate the bite and with your nail, make an indentation line across the inflamed area and one line down the middle of it, thus making the shape of a cross. This helps with the itching. Repeat per bite.
Also passed down from generation to generation, are tips for childrearing. One that seems to be particularly common among Hispanics of various nationalities is the cure for hiccups. If a baby has the hiccups, find yourself a tiny piece of thread, red thread is preferred, and adhere it to the child’s forehead with your saliva. In a pinch, a little square piece of paper towel can be substituted for the thread. The saliva part is essential though. You gotta have the saliva for it to be effective.
Hiccups are a fairly mild affliction, but what happens if after a gathering of family and friends, the baby becomes really irritable, doesn’t want to eat or has trouble sleeping? Could it be colic? Gas? Hmmm….after you rule out the usual possibilities, it’s time to consider that at the gathering, someone may have looked at the baby or held the baby while inwardly being envious, in a bad mood or undergoing some kind of personal dilemma. Somehow this person transferred their negative vibes to the baby and “lo ojeó.” This is loosely translated as a having given the baby the evil eye. For this, you must call upon the services of a specialist in these types of maladies, (someone in the neighborhood will know someone who knows someone…). This person will rub an egg over the baby’s body. When done, he will crack the egg and place it in a bowl for all to see that the contents of the egg are now black, having absorbed all the bad energy from the baby.* The baby is instantly cured.
With all these colorful and inventive ways to care for ourselves, I think creativity is alive and well in the Hispanic community. Creativity is embraced, and this is great news for brands that can use insights like these to engage us and prove that they truly “get us.”
If you disagree, that’s ok, just don’t give me any nasty looks 
Mariella Vargas
Creative @ GlobalHue Latino
* I actually saw this once. Freaked me out!
A sacred ceremony, in an ancient city.
Welcome to Machu Picchu: an exotic, mystical and unique Inca City in the Andes of Peru. Also, it offers the perfect ambiance for lovebirds, for those looking for that special location to remember forever. A different choice for proposals, weddings and anniversaries, Machu Picchu has become the new romantic hotspot for couples from all over the world. “In the recent years, we have received more and more requests from couples, especially from those getting married, so now we even offer a service for all the documentation and arrangements that they are going to need”, said Amanda Carvillo, Manager at the Machu Picchu Sanctuary Lodge.
Machu Picchu is an Inca’s City built between 1400ad and 1500ad, a sanctuary for the Inca government. The most skilled architects of the empire let their imagination go as high as possible in order to create it. And high it is. It’s on top of a mountain and it includes temples, palaces, baths and around 150 houses. Thanks to its location the Spaniards conquistadores were never able to find it, thereby making it a myth for them.
When Pierre Sierra, a restaurant manager in Miami, took his girlfriend Jessica, a swimsuit store owner in Miami, to Peru he still wasn’t sure that it was the right place to propose until he got there and all his doubts disappeared.
Sandra Taylor, and Neil Risso, both creative directors in NY, were planning their wedding and they didn’t want a classic one. “I wanted a creative option, not a typical one. Also, I wanted a memorable experience for my guests” says Sandra who also chose the Inca Trail for their honeymoon. Sandra and Neil married at 10 a.m. on a Saturday, down below in the mountain area. They arranged two buses, with all 60 guests, to go around from town to town celebrating their union. It was an all day event.
Machu Picchu is not only a great magical destination, it also offers a way to be more cost effective with a budget. While a wedding in New York or Los Angeles can start anywhere from $40,000, a wedding in South America can cost between $5,000 and $8,000. Couples can save the extra money or use it to provide accommodations for their guests during the wedding.
But more than economical advantages, Sandra was looking for the spiritual experience: “it’s a very mystical place, with a very good vibe and energy, and if you’re going to get married you want to be surrounded by that.” She even got more than she expected, when the accommodating villagers surprised her with a typical Andes band playing music right when she and Neil came out of the church ceremony.
One year after their engagement, Jessica and Pierre, along with their closest family, were back in Machu Pichu, this time they were not wearing their hiking gear but their wedding suit and dress. This time they both had difficulty breathing, and it probably didn’t have anything to do with the altitude, as that’s something that would have happened wherever in the world they would have celebrated their union.
- Gino Ginocchio, creative at GlobalHue
Alejandro Sanz’ #1 “fan”
What happens when fanaticism becomes obsession? That’s the theme four our new campaign for Verizon Wireless for the 2009 Latin Grammy’s event. In the spot “Super Fan”, filmed by Agustín Alberdi and Summer in Buenos Aires, a very special teenage girl shows her obsession for her favorite singer, Alejandro Sanz. Verizon Wireless offers exclusive mobile content from the Latin Grammy’s and your favorite Latin artists so that fans near and far can live the experience. A simple message: “Verizon is the mobile extension of the Latin Grammy’s, so you can realize the fan inside”
Enjoy!
-Latinminds
¡Qué Semanita!
It’s been a great week for Latinos in the U.S. and I felt we needed to highlight it for posterity.
- Starting with Marc Anthony’s accent peaking in through his beautiful rendition of the National Anthem at the Jets vs Dolphins game in Miami, on Monday night.
- Then on Tuesday night, the White House became “La Casa Blanca” to celebrate Hispanic Heritage Month. Hosted by George Lopez; Gloria Stefan, Jenifer Lopez, Los Lobos, José Feliciano, Thalía, Pete Escovedo, Tito El Bambino and the New York bachata band Aventura delighted President Obama, his family, the elite audience and the country. “What makes Latin music great is the same thing that’s always made America great… the unique ability to celebrate our differences, while creating something new.” –Barak Obama.
And now you can follow La Casa Blanca on Twitter to stay updated in Spanish. - That same night, Terra.com hosted Orbita USA 2009. An event focused on the new digital market. Mario Lopez, Rob Tailor (Nokia) and Fernando Madeira (Terra Latinoamerica) were amongst the guests/speakers. But it was, 3 time Academy Award winner Oliver Stone, who stole stole the show by openly expressing he hates the Internet. [Read Latinmind's post about it]
- Even though we say “El martes ni te cases nit e embarques”, another great event took place on Tuesday night. COME 09, Spanish cooked ideas came to New York City. A group of Spanish agencies came together to showcase 10 case studies of effective ideas. Very enlightening.
- On Wednesday, during the South American 2010 World Cup Qualifiers, Chile secured its spot by beating Ecuador 1 to nothing, leaving the country out of the competition. And Diego Maradona’s team, Argentina, also classified when on the 36th minute scored the only gol of the match against Uruguay, which still has one last chance to get into the World Cup. Let’s see what happens when it plays Costa Rica.
Hope your week was also exciting. Please share anything you might have found interesting this week. And TGIF!
Hazel Swayne.
A Latinmind @ GlobalHue Latino
