First there was Colombia, then the sequel and now the U.S.? Yes, Ugly Betty has taken the world by storm…even India with their own in-culture version. Even Italy has “Betty la brutta” shown below. The highly rated American version is no exception. With its campy, over-the-top characters and its stark primary color palette Ugly Betty is a runaway hit with Latinos and non-Latinos alike.

I think Mexican icon Salma Hayek has struck gold with this one. Although I agree that it is a bit stereotypical, it does a lot to show the human and compassionate side of our people. It is more than a great advertising buy; it pushes you to want to be a better person. It is well produced, has high production quality, an amazing ensemble cast and writing that has not been seen since Will and Grace. Let’s not forget America who has been an amazing Latina role model in HBO’s “Real Women Have Curves” and in a mainstream family film “Sisterhood of the Traveling Pants”.

Set in NYC, Betty works at a major fashion magazine the likes of Vogue named Mode (EcoModa for your Colombian fans). Her daily encounters with adventure, romance and EXCELLENT one-liners have people making this appointment television.

To reach our largely expanding market, ABC created Hispanic targeted campaigns for Ugly Betty that included Spanish on-air promo spots featuring original music; print, radio, outdoor and in-theater campaigns; and two vehicle campaigns, one featuring customized trucks with rolling billboards, the other comprised of television screens installed in buses that aired the Spanish spots.

“Having a Hispanic targeted campaign really tapped into the estimated 44.1 million Hispanics in the United States, most of whom are bilingual and bicultural”, added Mike Benson, senior vice president, Marketing, ABC Entertainment.

“This is an organic extension of our marketing”, said Marla Provencio, senior vice president, Marketing, ABC Entertainment. “Our programming lends itself to the Hispanic market with diverse casts that are both relevant and appealing.”

As the Hispanic market hits mainstream, programs like George Lopez and Ugly Betty will continue to proliferate. ABC is no dummy…they have lots more planned to lure us. ABC Radio and these programs on ABC is only the tip of the iceberg…but when are we going to see a significant Hispanic effort from the folks at Disney?

I believe this unique programming opportunity lends itself to in-culture vs. in-language advertising I mention in some of my other posts. Why are we not seeing more integrated efforts from advertisers? Why are they not capitalizing on this insight? Do they not know how to sell the opportunity to advertisers correctly? Are we so segregated by language that we can not achieve an “across the board” marketing strategy?

I also believe this remains an untapped opportunity that will lend itself to generate learning around English dominant Hispanics. The more ignorant we remain about the integration of language and culture, the less we will be prepared to evolve with our consumers. Let’s determine new and creative ways to attract this Hispanic consumer without polarizing the rest of America. It is in our best interest not to forget their level of interest in this programming and their respective purchasing power. The fact that Ugly Betty is mainstream is a very big win for us.

Personally, Ugly Betty won me over the first time I saw it. I thought I was going to hate it as novelas are not my thing. I immediately recognized her innocence and humility, but intense level of pride, optimism and determination that is very reflective of a Latino.

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- Written by Miamiadguy