Buick Surprise Spot
Buick Verano Spanish broadcast spot
Relevant nuances
The original line “It’s nice” (which was used in the general market spot), can be perceived as soft and juvenile when translating it into Spanish, while “I like it” carries a confident tone which makes it more relevant to the Hispanic market.
It’s all about a relatable face
A Latino talent was cast to make the spot more relatable to the Hispanic audience, and attention was paid to make sure there was a “neutral accent” in their voices so the delivery could connect to a broader Hispanic audience.
