Pablo Carpintero
Roberto Goyeneche, a great tango singer from Argentina, used to tour around the globe all the time. Once, while in Japan a reporter asked him, “Maestro, don’t you feel homesick for Argentina?” And Goyeneche’s answer was a great piece of emotional intelligence: “Yes, but Argentina is a very nice country to feel homesick about.” That’s very important for the Hispanic market in the US. If you ask a Hispanic about their country of origin or their families’ countries. Everybody is going to start telling you the most wonderful stories you have ever heard, showing you images on their phones from places that are several dreams come true. But make no mistake. That doesn’t mean they want to go back. It means they want to keep that dream alive, as if nostalgia could be a guilty pleasure, like daydreaming in reverse. But besides the understandable nostalgia, do we have something to say as a group? Many advertisers in the Hispanic market insist on keeping to traditions. While some others are beginning to focus more on “authenticity” especially for the youngers demographics. That’s why some are losing them, and that’s why Telemundo gained ground over Univision. By changing the “sequential” format of their soap operas to more modern “self-sustained” unitary episodes, they are losing the younger side of their target”.And all this cultural process in this political context. (Please, let me clarify that getting out of the Argentina to deals with NAZIS in the Argentina to deal with Nazis in the U.S. is like divorcing your wife to marry your mother-in-law.) But jokes aside, we do speak Spanish because we have something to say and that US is like divorcing your wife to marry your mother in law.) something is not in our past but in our future, the same future we want to share with the brands that talk to us as if we have something to say. ByPablo CarpinteroCEO and Creative DirectorPablo Carpintero & Associates
