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.

Old El Paso gets in melodramatic mood with a telenovela parody

Posted on Wed Jun 30 2010


Old El Paso, the Mexican-food brand, has advertised during soap operas before (this gem from 1997 aired during Days of Our Lives) but now, thanks to Fjord, the interactive division of Cossette, they made one. Titled Mi Marido, Mi Angel (My Husband, My Angel), it's a Spanish soap-opera parody that mines all the traditional genre jokes. The difference here is that the moms who apparently watch this sort of thing can customize each of the show's three episodes with Facebook Connect. Prepare for a lot of out-of-sequence shirtless hunk montages. Or, if you're Canadian, you can catch the show on CTV, because they actually picked it up. Somehow, I don't think it's as "indistinguishable" from shows like Lost as the agency wants it to be, but whatever. It's also not too much different from the good old days when programs were outright sponsored by one or two companies. They didn't create the show, of course, which is the main difference here, but the concept is as old as the hills. All the same, it's a worthy, if culturally insensitive, bragging point for the brand.

—Posted by David Kiefaber



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