Latinos Sell to the Masses

A series of clever ads featuring on-camera Latino actors and actresses

By Se Fija! Online
Published on LatinoLA: July 21, 2011

Latinos Sell to the Masses

A new series of clever ads for back-to-school products has just been released by the folks at Staplesand they're following in the recent footsteps of Verizon and Pepsi by featuring on-camera Latino actors and actresses to sell to the masses.

This isn't part of the years-old mania for "Hispanic advertising," where Madison Avenue continues to insist there is some sort of monolithic "Spanish-language" market out there that is begging for bad commercials in their native tongue (or some version of it). No, this is something entirely different: using attractive and appealing on-camera personae to sell products to everyone, from white to brown to black and beyond.

Sofia Vergara was the first with her sizzling beachfront skit for Diet Pepsi. Paul Rodriguez came next, with a warm and enjoyable straight-to-the-camera pitch for Verizon a few weeks later. And now Sofia's on-camera son Rico Rodriguez has joined the army of the pitchmen in a whole series of 30-second "back to school" spots for Staples, the office supply store, that will be featured on prime time shows like CSI this summer and fall. (In fact, they're building their entire, high-profile "Back to School" campaign around Rico.)

But here's the most interesting thing: there are very few actors of any ethnicity who are willing to put themselves in front of the cameraread more on Se Fija! Online

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