No matter how long a product has been around – or how successful it has become – there may still be segments of the population that are unaware of its very existence. That was the case for SPAM, the popular meat product that has been occupying space on supermarket shelves for decades.
While SPAM remains a fixture in the general market, Hispanic consumers have never been properly introduced to the brand. In fact, research by The San Jose Group (Chicago) showed that 99 percent of the Hispanic population remained unaware of the product, according to Creative Director Enrique Mena. To rectify this situation, the agency has produced the first Spanish-language television commercial for SPAM in the U.S.
“Balloons” features two men in suits that are just getting off work. The main character imagines a meal of spaghetti and SPAM strips, while his rival is stuck fantasizing about a slice of cheese
pizza. The dishes appear inside thought bubbles above both men’s heads.
Frustrated, the rival grabs his pizza thought bubble, throws it in a garbage can, and steals the
SPAM thought bubble from the main character. A high-speed chase ensues through buses,
trains and city streets. The main character wins his thought bubble back and makes it home just
in time to enjoy a real-life version of the SPAM dish he was dreaming of. The spot ends with the
tagline “Imagínalo. Saboréalo.” (Imagine it. Taste it.)
Because SPAM was such a new commodity for Hispanic consumers, The San Jose Group was
given the creative freedom to create something from scratch. “We are very fortunate that the
client is open-minded [enough] to deviate from the general market campaign,” says Mena.
“[They] let us run free.”
“We tried to create an environment that would be easily identifiable to the Hispanic consumer,
whether [they are in] L.A., Chicago, New York [or] Texas,” says Mena.
“BALLOONS”
CLIENT: Hormel Foods (SPAM)
AGENCY: The San Jose Group
CREATIVE DIRECTORS: Enrique Mena, Daniel Stewart
EDITOR: Andrés Ripoll
3D EFFECTS: Aaron Magee
SOUND DESIGN: Juan Carlos Yepes
ART DIRECTOR: Ana Alva
DIRECTOR: J.C. Barros
PRODUCER: José María Chaparro
While SPAM remains a fixture in the general market, Hispanic consumers have never been properly introduced to the brand. In fact, research by The San Jose Group (Chicago) showed that 99 percent of the Hispanic population remained unaware of the product, according to Creative Director Enrique Mena. To rectify this situation, the agency has produced the first Spanish-language television commercial for SPAM in the U.S.
“Balloons” features two men in suits that are just getting off work. The main character imagines a meal of spaghetti and SPAM strips, while his rival is stuck fantasizing about a slice of cheese
pizza. The dishes appear inside thought bubbles above both men’s heads.
Frustrated, the rival grabs his pizza thought bubble, throws it in a garbage can, and steals the
SPAM thought bubble from the main character. A high-speed chase ensues through buses,
trains and city streets. The main character wins his thought bubble back and makes it home just
in time to enjoy a real-life version of the SPAM dish he was dreaming of. The spot ends with the
tagline “Imagínalo. Saboréalo.” (Imagine it. Taste it.)
Because SPAM was such a new commodity for Hispanic consumers, The San Jose Group was
given the creative freedom to create something from scratch. “We are very fortunate that the
client is open-minded [enough] to deviate from the general market campaign,” says Mena.
“[They] let us run free.”
“We tried to create an environment that would be easily identifiable to the Hispanic consumer,
whether [they are in] L.A., Chicago, New York [or] Texas,” says Mena.
“BALLOONS”
CLIENT: Hormel Foods (SPAM)
AGENCY: The San Jose Group
CREATIVE DIRECTORS: Enrique Mena, Daniel Stewart
EDITOR: Andrés Ripoll
3D EFFECTS: Aaron Magee
SOUND DESIGN: Juan Carlos Yepes
ART DIRECTOR: Ana Alva
DIRECTOR: J.C. Barros
PRODUCER: José María Chaparro
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