|Elvis Crespo does longest-ever merengue song for Energizer.|
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The challenge: The bunny is an advertising icon for Americans and synonymous with battery longevity, but not so much for immigrants who didn't grow up here.
"The big idea is 'What happens when you cross the bunny with ...' and we'll start with music," says John Gallegos, principal at Grupo Gallegos, Long Beach. Calif.
Grupo Gallegos recruited three popular names in Latino music to write and perform what's said to be the longest-ever songs in their genres. This week, individual spots introducing these songs will break during the televised Latin Grammys, where all three Energizer participants are nominated for awards and two are presenters -- Elvis Crespo, who wrote the longest meringue song exclusively for Energizer, and Camila, who did the longest ballad, called, of course, "Eternal Love." Also creating a song for Energizer is the group Conjunto Primavera, whose specialty is norteño music.
"The spots are a tool to get people to the site," says Montse Barrena, the agency's Energizer account director.
On sigueysigue.com (Spanish for "on and on"), users will be invited to download the three songs free and help create a longest-ever song by coming up with their own lyrics and music and submitting video clips.
"We're putting the 'What happens when you cross the power of the bunny with' phrase out there as part of the popular culture, and people will fill in their own blanks," Mr. Gallegos says.
In another of the music tie-ins so popular in the Hispanic market, Ford Motor Co. has signed Colombian rocker Juanes, one of the most famous Latin performers, as the voice and face of Sync, a new in-car system that lets drivers use voice commands to access their mobile phones and digital music players in the car. In addition to more traditional advertising, Ford is sponsoring Juanes' new album, out in late October, and upcoming concert tour.
In the Hispanic market, TV, radio, print and online advertising continue to grow faster than in the general market -- and more nontraditional ideas are emerging. Next year, look for a branded-content category at the Hispanic Creative Advertising Awards.