AT&T’s newest Spanish language campaign features Grammy Award-winning singer Natalia Jimenez. The commercial highlights AT&T’s high-speed internet and public hotspots by showing people enjoying a performance of her new song delivered through these portals.
According to the strategic planners, the insight behind the effort is that one of the key passions of Latinos is music. And, advertising in Spanish creates an instant connection with the target. (Baar, 2011)
But where does that leave the rest of us? Will we all need to brush up on our Spanish to appreciate the spot?
Baar, A. (2011, April 5). AT&T Enlists Jimenez in Hispanic Campaign. mediapost.com. Retrieved April 6, 2011, from