When it comes to dreams, nothing beats the affairs of the heart. What moves us, inspires us and changes us is all there… one beat away from the next. It makes us take a giant leap into the realms of aspirations and nurtures the very spirit that guides us through its pitfalls.

Under this notion comes TBWA\Dominicana’s most recent campaign for Hyundai.

“El motor que me mueve” – loosely translated as “The engine that drives me”- is based on the notion that we all have something that drives us to a higher purpose. Hyundai’s positioning in Dominican Republic stems from it’s slogan “Hyundai- Es ir más lejos” (“Hyundai- To go beyond”), making it a brand that sells the idea and means through which you can gain more out of life.

“The campaign intends to be an analogy between man and machine. Vehicles have engines that take us further, whereas humans have the will that feeds from the heart and feelings.” Fernando Muñoz*, Senior Copywriter for the account, says his inspiration came from his daughter Mia, the force behind his dreams.

The creative and production team quickly came up with three distinct but perfect examples of individuals that have succeeded in different areas of life- Mahatma Gandhi, Adriana Macías and Osvaldo Virgil.

Days before the launch, a website with the hashtag #elmotorquememueve and a timer anounced the countdown towards the big day. Expectation and speculation mounted over who or what would be announced, drawing people into the site www.elmotorquememueve.com, instigating curiosity and interest.

Screenshot of the countdown that led towards the ad's launch

Finally, on August 1st, people were able to see the spot, which instantaneously inspired people to write on Twitter and Facebook with the hashtag, sharing their personal “engine that drives them” in life. Check out the thread of comments here and the ad, below: (in Spanish)

We go beyond our dreams when our heart steers us towards them. Just as Hyundai does for everyone that drives what’s imprinted with its spirit.

By Maria Elena Moré
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* Fernando (Che) Muñoz on Twitter (@CheMunoz)

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Is it better to be safe or sorry?

International brand/phenomenon Nike is facing its biggest match yet. In an effort to reach out to extreme sports enthusiasts, the brand has replaced its signature slogan “Just do it” on a line of products to these that go “Dope”, “Get High”, “Get Wet” and “Ride Pipe” with the purpose of imitating the lingo the target is accustomed to.  

The response has been nothing short of a conundrum. Anti-drug groups have condemned the phrases in a letter sent to thousands of people, including officials in the White House and the National Drug Policy. Even though Nike has denied the claim, some still consider that it promotes addiction to drugs, instead of resembling the language of surfers and skateboarders.

The commotion has been further instigated by Boston Mayor, Thomas Menino, who told the Boston Herald: “This is outrageous. What we don’t need is a major corporation like Nike, which tries to appeal to the younger generation, out there giving credence to the drug use. That is the wrong message for Nike to send.”

It’s only a matter of time until we witness the effect this backlash will have on the brand and the actions taken in order to salvage its image. Will the products be discontinued? Or will Nike stick to its guns? All in all, it’s a pretty delicate situation if you ask me. Having a historic slogan such as “Just do it” so imprinted on a brand followed by this, it’s a thin line between hip and politically incorrect. In the end, Nike is associated with health and stands as an inspiration to many (especially youngsters around the world), who view the brand’s raison d’être as a motto.  But who knows? Like they say in the field, “There’s no such thing as bad publicity…”

Let the games begin!

By Maria Elena Moré

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* Special thanks to Edgar Estévez who broke the news…

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With a blast of energy and color, Sony Ericsson unveils its latest models, the Xperia™ Arc and Xperia™ X8 in the Dominican market.  Agency Forero & Rivier will be carrying out the brand’s advertising after nothing short of a memorable launch that took place in Santo Domingo’s M Kitchen & Bar.

Just as its name suggests, Xperia™ represents a vision of a heightened communication experience. With it, Sony Ericsson aims to strengthen its brand in the forefront of the smartphone market.

The Xperia™ technology comprises the best form of entertainment in its class by bringing customers a one-of-a-kind experience when it comes to smartphones. It’s slick and innovative design features human shape that makes it look and feel great. This philosophy is applied across the complete portfolio of smartphones in numerous options of size and style. You can’t help wanting to get your hands on them. Trust me.

Xperia™ Arc features Sony’s cutting-edge technology combined with a state of the art design.  It’s ergonomic and slick architecture boasts a fit right into your hand like a glove.

The Xperia™ X8 is a smartphone that aims to tap into a much broader segment by offering an outstanding experience at a reasonable price.

 One of its most distinctive characteristics and greatest assets is the Android™ technology by Google™. It allows for a user-friendly experience that brings you a phone that functions more as a computer than anything else. And with a vast number of applications available on the market, you’ll be able to personalize it with games, emails, news, maps, social networks and more, all with just the touch of a button. 

Couldn’t help closing with this awesome quote by Steve Walker, Head of Product Marketing at Sony Ericsson, “Sony Ericsson’s vision is to be the communication entertainment brand. We are focusing strongly on the smartphone market and specifically on creating the most entertaining smartphones.”

Welcome to the land of make.believe.

Brightness of color and excitement at heart are at your doorstep.

By Maria Elena Moré

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*Special thanks to Enmanuel Melian and Forero & Rivier for sharing the pictures.

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As I’ve mentioned before and will never stop saying, a brand should resemble what the mind does, which is evolve. I mean, where would we be if it weren’t for the desire to change and create new experiences?

I recently bumped into this awesome video that gives us a look into the current evolution of Gatorade. The iconic brand, alongside creative agency Tether, made this 4 minute window that captures the essence of what  everyone should do- move forward. I had a chance to visit their website and found this great quote that I wanted to share with you: “The love between a person and a brand doesn’t just happen. It has to be nurtured. From the inside out. With stories that matter.” Beautiful.

Here’s the vid, enjoy!

By Maria Elena Moré

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I recently came across this great iniciative by the folks of the ever-so popular brand, Converse, entitled “Converse Domaination”, aimed at tying themselves to what people care about and what interests them while searching the web.

Through the study of insights, they use Google Ad Words as a platform that lets the tap to any given moment in culture by becoming relevant and fostering ‘converse-ations’, rather than selling.

The campaign is an excellent example of propagation planning, a concept that has increased in importance during the last few years, because it puts influencers in the limelight, reaching a tier of people beyond those your agency directly connects with*, hence allowing brands to immerse themselves in culture and link themselves to what matters to audiences.

Check out the video for the whole scoop:

By Maria Elena Moré
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* From “Propagation Planning”, by Madebymany.com

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