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PRESS RELEASE
Denver, CO
November 12, 2003
Morey Evans Develops Hispanic Radio Ads For Good Times
Morey Evans Advertising has launched a new campaign for Good Times Burgers and Frozen
Custard directed at the Hispanic market in Colorado. The campaign runs solely within a
Hispanic radio media buy the agency planned and purchased.
According to agency president, Glenn Morey, "It makes sense to put extended effort into
understanding and communicating to this market in fresh ways. Anyone who reads the news
knows our market area recently hit the milestone of becoming more than 50% non-white, and
a great deal of that population here in Colorado is Hispanic."
Morey Evans reviewed a number of options for how best to develop creative for the Hispanic
market, from hiring a translation service to relegating the entire effort to a specialty marketing
consultant. Ultimately, the agency created its own approach. Morey Evans auditioned local,
bilingual actors to help them build a recurring character for spots that would be brought to life
collaboratively.
"Our feeling was that a lot of Hispanic advertising lacked the depth of personal relationship we
seek in our advertising for Good Times," states agency creative director, Tom Evans. "We
know the Good Times brand. We know its equities. By orchestrating our own cross-cultural,
collaborative team of ad writers and actors, we feel we were able to create something that
speaks to the Hispanic community with more ingenuity."
An example of this approach is the opening of each commercial, which has the unnamed
Hispanic character saying, "quiboles," a slangish greeting in Hispanic culture that actually has
no direct translation in English but might be reminiscent of "what's up?" It is a disarmingly
one-to-one kind of expression the agency feels will separate its work from other translated
advertising. Before the actors brainstormed it, the opening in the English script was simply
"hello."
"None of us wanted the spots to start out with 'hola,' a Spanish word every anglo who has
vacationed in Mexico knows," explains Evans.
The agency writes drafts of commerical ideas in English, then collaborates with two actors who
refine and hone a translation as well as guide the agency team around cultural biases, idioms
and sometimes expressions that simply don't mean what they seem to mean when crossing
languages. One actor ultimately ends up on microphone in the studio to play the character,
and the other "co-directs" the recording session with the agency.
The agency is optimistic about the methodology. "Mostly, we're positive about what it will
keep us from doing, which is to get a canned Hispanic solution to how Good Times should
advertise," says Evans.
Instead, the agency has gone directly to the Hispanic actor pool in Denver and found talented
actors who "live in the culture every day, and who already know Good Times as a brand and a
company." Early evidence suggests the agency and client might be right. The spots are clever,
direct and personal in a way that stands out in the medium.
For more information, contact Glenn Morey at 303.296.8011
or email gmorey@moreyevans.com.
© 2006 Morey Evans Advertising
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