The AT&T Mobile Movement Campaign Targets Young Latinos
Meghan Young — January 21, 2015 — Tech
AT&T's Mobile Movement took a very ethnic turn with a clever commercial spot targeting young Latinos. In an effort to hone in on what it's like to be bilingual, and to communicate through two different languages, the commercial interviews millennials as they describe what its like and how it feels to essentially speak 'Spanglish.'
Although the idea of communication permeates through the Mobile Movement commercial, it manages to allow honest observations and beliefs to live at the forefront. Although they address many of the difficulties they face being bilingual, they also hone in on what makes them special. Touching, endearing and powerful, the Mobile Movement commercial demonstrates Hispanic marketing at its finest. People of many backgrounds will identify with their sentiments.
Although the idea of communication permeates through the Mobile Movement commercial, it manages to allow honest observations and beliefs to live at the forefront. Although they address many of the difficulties they face being bilingual, they also hone in on what makes them special. Touching, endearing and powerful, the Mobile Movement commercial demonstrates Hispanic marketing at its finest. People of many backgrounds will identify with their sentiments.
Trend Themes
1. Ethnic Targeting - Opportunities for businesses to create advertising campaigns that specifically target different ethnic groups.
2. Bilingual Communication - Innovation opportunities to develop products and services that cater to people who communicate in multiple languages.
3. Cultural Identity - Potential for brands to embrace and celebrate different cultural identities in their marketing strategies.
Industry Implications
1. Advertising - Disruptive innovation opportunities in creating targeted advertising campaigns for specific ethnic groups.
2. Language Services - Opportunities for disruption in providing innovative language solutions for bilingual communication.
3. Marketing - The potential to disrupt traditional marketing strategies by incorporating cultural identity and diversity into campaigns.
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