|Guey! Check out those babes.
But is also the latest in a growing body of crossover creative advertising work from Spanish to English on TV that has a universal appeal even for those who don't understand the language.
The key word the young beer-drinking Latino males toss around in the ad is "guey!" (pronounced "gway"), Mexican slang that roughly translates as "dude." It is a word that can have a wide range of macho meanings, depending on the inflection it's given.
In the spot, set in a bar, men imbibe Coors and eye women, and their frequent shouts of "guey" to one another appear to variously mean "Want a beer?" "Check out those girls" and "Wow." Just to clarify guey-speak for Anglos, the commercial ends with the words "Guey = Dude" printed on-screen. Coor's tagline, "Rock On," then follows.
"Coors recognizes that acculturated young Hispanic males are watching sports in English," said Aida Levitan, vice chairman and chief communications officer of Bromley Communications, Coors' San Antonio-based U.S. Hispanic ad agency. "It's a bilingual spot that works with both Hispanics and non-Hispanics."
P&G won widespread publicity when the marketer ran a Spanish-language Crest toothpaste commercial on the Grammy Awards in February 2003. That spot was also by Bromley. Other marketers are also airing Hispanic spots on general market TV. Volkswagen, for instance, runs its Spanish-language spots by COD, Miami, on English-language TV, devoting 10% of its general market rotation to the Hispanic work.
The Coors spot is already running on Spanish-language TV and will continue to run on English-language stations.