Of Boys and Buicks

Jun 23
2009

Buick_RegalThe year was 1984. I was sixteen, an automotive innocent, a child of the double-nickel. Having been one of those kids who, by virtue of their birthday, ended up being one of the youngest in their grade, I could only watch as my closest friends got their licenses up to nine months before I could. But now—with the formalities of learner’s permits and driving tests successfully dealt with—it was my turn. I joined the ranks of the wannabe fast and furious.

My weapon of choice was a 1980 Buick Regal. I was fortunate on two counts. One, because it was essentially a free car, a hand-me-down from my dad. Two, because it had been my dad’s car. My father, one of the most responsible and orderly people on the planet, handed me the keys to what was essentially a new car with 55,000 very law-abiding miles on it. The two-tone copper and brown paint still gleamed, the tan interior, unsullied by stray french fries, sand, or bio-matter of any sort, had no visible signs of wear. The vinyl bench seats shined from weekly Pledge furniture-polish treatments. The stock, chromed “mags” were free of road tar and brake dust. Only white-wall tires blemished its appearance. Read the rest of this entry »

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Should I Read It Like a Puerto Rican?*

Jun 01
2009

When I arrived at my job at TBWA\Chiat\Day in New York, the fact that I was a bilingual writer had preceded me.

“Would you listen to the Hispanic radio spots we just recorded for Chivas Regal?” they asked.  “Sure, I’d be happy to,” I replied.

I was handed a cassette–yes, it was that long ago–and I made my way back to my cubicle to sit down to get an earful. And, boy, did I.

What I heard was a single radio spot, but read by three different voice talents. One stereotypically Mexican, the other just as “central casting” Puerto Rican and the third labeled as “Cuban” though it was no more than what is known in Hispanic broadcasting parlance as el acento neutro, “the neutral accent.”

What in the name of all that is holy was this?

My first agency job was in the South Korean office of Ogilvy & Mather. There I was brought up on the Ogilvy “Brand Stewardship” model and a central tenet of that model was that a brand has a voice. Literally and figuratively. Why did Chivas have–in the same market–not one, but three voices?

Recording different Spanish accents for this spot made as much sense as recording “general market” Chivas spots with regional accents for different sections of the U.S. Would the voice of Chivas have a “twang” in the South? Of course not. Read the rest of this entry »

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