Orcí’s Ricardo Cardenas: Clichés do not show the reality of the streets

Hispanic agency Orcí, in charge of the communications for Honda USA Hispanic market, announced the launch of its latest integrated #UnBuenFit marketing campaign for the new 2015 Honda Fit, with TV commercials, starring the comedian Felipe Esparza. The campaign also includes digital, practical and social networking components.In this campaign, Orcí is looking for making an emotional connection with the Hispanic millennial generation in order to create interest in the new Fit. The Honda Fit offers drivers a combination of space and versatility, along with innovative technological features, as well as performance in the use of iconic Honda fuel, to lead the subcompact class.”It is difficult to define a campaign that was written with the intention of not only definitions. Anyway, what we wanted to show is that rigid definitions of a so flexible objective audience, always prove to be wrong, flat or short. Latinos on this segment navigate between two cultures without any problem, in any language while their view of life and the expectation of their future is as optimistic as anyone, and Felipe represents this spirit. We try to understand comedy from the clichés, not only what it means to be young but being Latino, but it does not represent the reality on the street,” Ricardo Cardenas, senior VP and executive creative director of Orcí, told PRODU.To watch the spot, click {here;https://www.youtube.com/watch?v=Slmzw646ek4}.