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July 07, 2010

Suddenly, telenova satire ads are all the rage. ¿Por qué?

By David Kiefaber on Wed Jul 7 2010
Looks like I spoke too soon when I inferred that Old El Paso had the Spanish telenovela parody market all to themselves, because here comes Microsoft Bing with Los Links, in which hot women must choose between two men based on their search engine familiarity. Los Links is less concerned with passing for an actual soap than Mi Marido, Mi Angel, but the campaign has won viewers over because Bing's previous ads were, in typical Microsoft fashion, terrible. The ads are also a rare example of Spanish-language programming on mainstream American television, so this sudden embrace of telenovelas could be a) Madison Avenue's recognition of growing minority demographics and their common points of cultural reference, or b) Madison Avenue exploiting corny stereotypes for profit. It's probably a little of both, but even the latter option is a step up for Microsoft's marketing department.

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