A huge step back for Hispanic women? Completely. Offensive and derogatory? On almost on every level. Shame on you TDoT.

But then I watched the general market version and I realized that these people were suffering an overall marketing death-wish and and a case of bad creative.

I wonder how the agency was able to sell this concept to the client. It must have gone something like this…”Our strategy is to remain top of mind by further stereotyping TX as home to beauty pageant rejects and Latina ho’s. Our secondary strategy is to isolate both of these segments by upsetting them so much they will never forget to register their vehicle again.”

I must confess…these spots are so campy and stereotypical that it’s almost like watching a train wreck; wildly entertaining. Where’s the piñata people? Not to mention what the tagline does for the classiness of the spot “Pon a Texas en tu Rinconcito”. Can you say “doble sentido”?

Amazingly enough, the agency must have read an article that suggested being consistent in messaging and look/feel to both groups while infusing cultural insight. So they implemented the “floozies” strategy for both the Hispanic and general markets. For the general market they went the route of portraying the girls as airheads. At least the Latinas looked like they were able to hold their own in a brawl at a Fiesta parking lot in Houston. Lesson learned…when you’re going to mess up this bad, make sure you upset both sides so you won’t be accused of being prejudiced. Side-by-side, you must agree, these two spots present quite a body of work for the agency’s reel.

- Written by Miamiadguy