Grupo Gallegos’ latest campaign for Xfinity aims to help Latino-American consumers see the brand as “more human, closer to their hearts rather than their minds,” according to Carlos Tornell, the Huntington Beach-based agency’s creative director.
Comcast Corp. in Philadelphia, Grupo Gallegos’ client since 2004, rebranded its Internet, telephone and TV services as Xfinity in 2010.
The “Perfect for Me” campaign’s 30- and 60-second TV spots focus on consumers’ “daily life, and how the product plays a role in it,” Tornell said in a statement. “We added a touch of humor, a couple of quirky characters and the result was really nice.”
One ad features a mom who uses Xfinity to record four shows for her daughters while she watches a telenovela. A second one sympathizes with a man who has large collections of cuckoo clocks and rubber ducks no one cares about, but his access to 149,000 movies and TV shows on Xfinity fulfills him.
The ads are running on Univision and Telemundo broadcasts and digital programming. Media buys also include local radio, print, out-of-home and direct marketing.
Taco Party for Perry
Pop singer Katy Perry gave a shoutout to Taco Bell Corp. in Irvine while announcing that she’ll appear on the cover of the upcoming issue of Forbes Magazine.
The publication ranked her No. 3 on its annual list of the world’s 100 highest-paid celebrities, with $135 million in earnings for the 12-month period that ended last month.
Perry celebrated “by going straight to Taco Bell and getting my crunch wrap supreme,” she posted on her Instagram page.
Casanova on Covered California
Casanova Pendrill in Costa Mesa was part of the winning bid for the Covered California account announced last month.
The three-year contract, led by Campbell Ewald’s Los Angeles office, is set at $50 million per year. Casanova will “develop creative and plan and place all the media” for Latino marketing, according to Ingrid Otero-Smart, the agency’s chief executive. InterTrend Communications Inc. in Long Beach will work on marketing to Asian and Pacific Islander communities, and Los Angeles-based Lagrant Communications will focus on African-Americans.
Covered California is the state’s insurance marketplace for the federal Patient Protection and Affordable Care Act. The joint venture started working last month on developing “a multilingual, multicultural media campaign” as Covered California expands its focus from enrollment to consumer retention.
Weber Shandwick in New York was the incumbent on the account. A three-year public relations contract of $2 million per year went to Santa Monica-based Ogilvy Public Relations, which has worked with Covered California since 2012.
Blizzard Ads
Blizzard Entertainment Inc. in Irvine has launched two sets of TV ads, one promoting its “Hearthstone: Heroes of Warcraft” card game and the other highlighting “Heroes of the Storm,” its latest multiplayer online game.
Four Hearthstone spots that last 15 or 30 seconds each simulate news coverage of the game to add drama to the action in the arena. Media placements include MTV, FX and the Cartoon Network.
Two “Heroes of the Storm” ads, in contrast, rely on vivid game graphics to pique viewers’ interest. The ads were shown during NBA finals on ESPN.
Blizzard works with four New York-based shops: independent Toy; Omnicom Group’s BBDO; Droga5; and DC Partners’ Crispin Porter & Bogusky.
Bits & Pieces
Rip Curl Inc. in Costa Mesa kicked off its Surfing Is Everything retail tour. The brand is “hitting the road” every Tuesday “to hang out with our customers, serve some free tacos and give some gear away.” Visits to nine shops, four in San Diego County and three in OC, are on the tour schedule. … The Daily Titan, California State University-Fullerton’s student newspaper, won first place and the “Best College Newspaper” title in the 57th annual Southern California Journalism Awards 2015 contest sponsored by the Los Angeles Press Club. … Newport Beach-based GoldenComm, a marketing technology firm, marked its 20th anniversary by posting “20 Golden Rules of Harder Working Websites” to serve as “strategic and helpful checklists for brands looking to improve the effectiveness” of their websites. … Louisville, Ky.-based Net Tango completed the design, development and implementation of the city of Irvine’s new website. … FirstElement Fuel in Irvine hired Kermish-Geylin Public Relations Inc. to handle media calls about its hydrogen-fueling network.
