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In work from new Hispanic agencies, GlaxoSmithKline's Tums, one of the few pharmaceutical brands targeting Hispanics, aims sly digs at less-

effective rival antacids that remain nameless because Hispanic consumers tend to favor the underdog, by :30Segundos, New York (top); and Southeast Toyota distributors approach Florida's Latin diversity with sitcom-like episodes about three valet parking attendants with distinctive Cuban, Colombian and Argentine accents whose comic misbehavior links spots for five different Toyota vehicles. By Machado Garcia-Serra Publicidad, Miami. Coming soon: Ole, New York, has already won HSBC and Target.

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