PRODU notes Alma spots Colina and Lago for Quaker Oats

As part of its Hispanic campaign, En Sus Marcas, Listos…Quaker (On Your Mark, Get Set…Quaker), derived from the general market campaign Quaker Up, the packaged-food company announced the launch of the 30-second TV spots Colina (Hill) and Lago (Lake) as the brand’s first collaboration with the Hispanic ad agency Alma in Miami and Energy BBDO in Chicago.Colina shows a boy pumping his bicycle up a hill in his neighborhood, but in his imagination he is climbing the highest mountain in the world.The commercial starts with his mom serving her family a healthy, nutritious breakfast, and, as soon as her son munches his first two or three bites of Quaker Oats, the epic adventure begins.The second spot, Lago, takes the idea a step further, showing a little girl who, after eating a crunchy Quaker granola bar, goes swimming in a lake but imagines herself at the center of an adventure at sea, watching whales underwater and pirate ships attacking each other. Both commercials are being aired on a number of cable and open-channel networks including ABC, NBC and Bravo, as well as on such Hispanic channels as Univision, Telemundo, Telefutura and Azteca TV. The television campaign in Spanish is part of a wider, holistic and integrated marketing drive by Quaker, which includes bilingual components for stores, bilingual coupons in the most important Hispanic markets and a digital marketing strategy developed for Latinos.