Swing to A Latin Groove

Brandweek, May 22, 2000 by John Lannert

Is music fans across the U.S. continue to embrace such Latino stars as Santana, Ricky Martin, Marc Anthony, Jennifer Lopez and Enrique Iglesias, television viewers have noticed that TV commercials are in the throes of all things Hispanic, as well.

Miller Brewing Company has employed a variety of Latino actors and actresses in its Miller Lite TV spots. Additionally, several hau-care, clothing and cosmetic companies have employed pretty Latinas to pitch their wares. Complementing the pleasing visual aspects of Latinos appearing in TV spots are musical backdrops that are just as influential and entertaining. In fact, if you channel-surf for even the shortest period of time, you're likely to see a variety of English-language spots whose fare is being touted to the beat of salsa, mambo, chacha or any other variant of perky Hispanic and Caribbean sounds. These Latino Caribbean grooves are being generically dubbed "Latin music," even though Latin music encompasses a broad array of idioms not originating strictly from the Caribbean.

For example, "Latin music" such as bossa nova and the samba grooves of Brazil are now increasingly being aired in TV spots of every description. The usage of Latino Caribbean music as accompaniment for English TV spots can be traced to 1992's bit film. "The Mambo Kings." From 1992 until last year, slowly but surely, mambo and salsa backdrops were being inserted into English TV spots.

BROKEN BEDS

The musical tide for Latino music beds in advertising broke in 1999, with extensive media coverage of the Latin pop phenomenon embodied primarily by Martin and, later, Santana. Since last year, the quantity of TV spots with a Latin musical vibe has grown exponentially, though no hard statistics are available to pinpoint this development. Rochelle Newman Carrasco, president of Enlace Communications, credits media attention for sparking interest among ad agencies for Latin music. "What happens is when Santana, Ricky Martin and Marc Anthony and Jennifer Lopez hit the covers of Newsweek, along with Afro Cuban All-Stars and Buena Vista Social Club, then the general-market ad agencies suddenly get hip to the fact that Latin music is also appealing to the non-Latino population," says Newman Carrasco.

Santiago Orgod[acute{o}]n, senior VP/GM of Ad Americas, attributes the rise of Latino music in English TV spots to the growing overall awareness and acceptance of Hispanic culture. "It's not unlike what we've seen from the different rappers and other underground groups, where you start out on the fringe of society then move into the mainstream," states Orgod[acute{o}]n. "Salsa and cha-cha classes are now all over the place. Advertisers are taking advantage of what's popular. It is basically having your finger on the pulse of what society is already reacting to.

"And right now," adds Orgod[acute{o}]n, "Latin music is starting to take the limelight. Ten years ago, Ricky Martin wouldn't have made it. Now, Shakira is starting to cross over.

COTTON BRIEFS AND CAPES

Both Newman Carrasco and Orgod[acute{o}]n compliment a popular 1999 TV spot for Cotton Incorporated products that used a Latin music bed. The producer of that spot, Danny Murtaugh, says he used musicians who were playing in the Paul Simon production "The Capeman" to come up with an accompaniment "that updated cotton to be hip and contemporary. It was just a great marriage of film and music. There was no voice-over, no copy, just the cotton melody at the end. And it was very successful." Murtaugh, who is the musical supervisor at Ogilvy & Mather, notes that Latin genres give English-language TV spots a special seasoning, "because everybody just wants to listen to it. It makes you feel good."

Newman Carrasco cites Macy's as a client that has successfully used Hispanic Caribbean music as a backdrop in a recent back-to-school campaign. And she notices that, when she goes to different retail outlets, she hears the music in the stores. But Newman Carrasco muses that the use of Latino sounds in English TV spots can amount to the co-opting of Latino culture, adding that, "It looks like an easy way to make a cultural connection, but also to appeal to non-Latinos. But that is what happens; it's like permission is given to use those musical genres. Suddenly, it is cool, and they realize it can attract Hispanic and non-Hispanic ears to the TV set to watch the commercial, because it is strong music.

Orgodon recalls using Latino Caribbean music for the introduction McDonald's McFlurry ice-cream product. He says the ad campaign, which was aimed at cities with large Hispanic populations ("Hispanics have a big sweet tooth," says Orgodon), was pitched to McDonald's with the recommendation that a salsa-flavored music bed be used in the English TV spots.

Were the McDonald's executives receptive to the approach? "They were not only cool with the idea, but the campaign paid off in increased sales," says Orgodon.

REAL MUSIC BY REAL PEOPLE

Because of stiff clearance fees for the use of well-known Spanish music, agencies typically create their own Latin groove for TV spots.