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Video NYILFF, Wing target NYC movie goers with bilingual ad campaign

Posted by Elena del Valle on August 1, 2012

New York International Latino Film Festival 2012 ad
New York International Latino Film Festival 2012 Serial Killer Movie Recipe ad – click to enlarge

Video, photos: Wing

Hoping to reach New York City Urbanites between the ages of 25 and 45 the 2012 HBO New York International Latino Film Festival (NYILFF) with the pro bono help of Wing, a marketing communications agency, launched a print and television ad campaign aimed at broadening the appeal of the NYILFF, running August 13-19, 2012 in New York City. Scroll down to watch a 30-second video ad for the 2012 campaign.

“The overall reach of the campaign has been far. We have been picked up by a great deal of pubs including Creativity, TrendHunter,, Latinspots, Ads of the World, among others,” said Marieugenia Cardenas, assistant account executive, Wing.

New York International Latino Film Festival 2012 ad

New York International Latino Film Festival 2012 Chick Flick Movie Recipe ad – click to enlarge

Thirteen people under the supervision of Tania Salter, vice president and head of Production at Wing, worked on the campaign this year producing six print ads and two television spots. Some ads ran as public service announcements and some as paid advertisements in theaters. To date ads have aired on NBC, Telemundo, and Clearview Cinemas.

The campaign, in English and Spanish, pokes fun at Hollywood cliches, relying on the tagline “Some movies are easy to make. Films are a different story.” The stereotypical Hollywood movie types the campaign makes fun of are: Sports Comeback, Serial Killer, Chick Flick, Buddy Cop and Alien Invasion themes.

New York International Latino Film Festival 2012 ad

New York International Latino Film Festival 2012 Sports Comeback Movie Recipe ad – click to enlarge

“We were trying to attract people who normally don’t go to this festival (who don’t necessarily speak Spanish) while at the same time not alienating the core audience (who does speak Spanish),” said Cardenas.

This is the second year the festival is partnering with Wing. Last year the campaign poked fun at Hollywood movies for casting Latinos only in roles like maids, gardeners, and fruit stand vendors (see With video NY Latino Film Festival ad campaign makes fun of Hollywood cliches).

According to promotional materials, the campaign went viral through earned media, becoming the top story on Trendhunter and Buzzfeed, and garnered 29 million impressions. Dating back to 1999, the NYILFF strives to showcase the work of emerging Latino filmmakers in the United States and Latin America.

Watch video – Downy targets Spanish speaking men with new TV ad

Posted by Elena del Valle on August 31, 2009

Lee Maicon, VP, Wing

Lee Maicon, VP, Wing

Photo, video: Wing

Everybody needs clean laundry, right? Even unattached Spanish speaking Latino men have to wash their clothes sometime. With that market in mind, the makers of Downy Ultra laundry detergent and Wing, the company’s Spanish language ad agency for Downy, recently produced Lavadero (Laundry), a new 30 second Spanish language ad. Scroll down to watch the Spanish language ad.

Forty people representing Wing dedicated an undisclosed budget and one day to film the commercial in Buenos Aires, Argentina. The goal for the project was to find a new and interesting way to communicate Downy’s equity and long lasting scent.

“In a world where people have many options and are highly distracted in their media habits, even successful premium brands like Downy need to be innovative. The Lavadero spot is a great example of how a premium brand in a high consumer involvement category sought out a different way to communicate what makes the product special,” said Lee Maicon, vice president and head of Strategy at Wing. “By casting men and incorporating humor, we were able to take a category that is very often taken too seriously and made it much more relatable to the average consumer.”

In addition to Maicon, the following individuals and companies worked on the ad production: Gustavo Asman, John Castrillón, Nadina Steimberg, Ana Franco, Verónica Paz, Mari Provi Florez, America Filmworks, Sebastián Orgambide, Alejandro Giuliani, Marcia Jaes, Mariano Antonietti, Red Car, Juan Pablo Cadaveira, Francess Tom-Sahr, Mixology Lab, and Luis F. Herrera.

The spots began airing last month on Telemundo, LATV and KMPX (Dallas). Wing is a Hispanic marketing communications agency.