Agency: Grupo Gallegos, Long Beach, Calif.
Credits: Creative director: Favio Ucedo. Art director: Facundo Romero.
Copywriter: Martin Jalfen.
Category: Technology/ Communications
Americans value brevity; Latinos really don't. They're talkers. That difference is reflected in Grupo Gallegos' clever Best of Show-winning spots for MetroPCS and its unlimited cellular service for $35 a month. As a young man chats on a cell phone, oblivious to his surroundings (which look like a parking garage), he wordily repeats everything four or five times, using synonyms to say the same thing slightly differently.
The narratives are simple. In "Locker," for instance, he tells a story about a girl who burst into the men's locker room at his gym in a towel because there was no hot water in the women's showers.
The campaign is made even more brilliant by the way life goes on around the oblivious talker-a man waits impatiently for his girlfriend in the background, people walk by, a car passes.
According to a six-month tracking study, Hispanic brand awareness of MetroPCS grew from 9% to 44%, and Spanish-speaking consumers are almost three times more likely to consider choosing MetroPCS than non-Hispanics.
An unintended plus: The ads are a great vocabulary builder for the less-than-bilingual.