FOR IMMEDIATE RELEASE:

WEINRIB & CONNOR DEBUTS HISPANIC TV CAMPAIGN
FOR EXCELLA VISA IN NEW YORK MARKET

1.1.11

White Plains, NY, January 1, 2011. At the stroke of midnight New Year’s Eve, Telemundo 47, the NBC Latino affiliate that covers the New York DMA, had its live New Year’s Eve Gala in Times Square hosted by Penélope Menchaca, the wildly popular hostess of “12 Corazones,” the daytime dating game show. Menchaca, whose program is syndicated throughout the Northern and Southern Hemispheres, is also debuting in a commercial campaign that night promoting excella Visa prepaid debit cards. “The commercials—there were four—feature different couples on different kinds of dates. We thought, here was this crazy show about the foibles of dating, but we never got to see the couples after the show on a real date,” states Tom Connor, director, “and we never got to see what would happen when Penélope chaperoned the dates in the same over-the-top way she gives advice to the sexes during the show. I also had a devilish sense of production value mating with innuendo that would make for riveting viewing.”The commercials tested before an audience comprised of 150 latinas and the response to the series was very favorable: “The ladies thought we got it, and we nailed the machismo myth as well as appealing to the sense of ascendancy that sophisticated assimilating consumers aspire to via brand preferences,” Connor concludes.The production spanned four weeks with three-and­a­half days of shooting. Card art was not available so CGI techniques combined with campy set design and graphics gave the production team at Weinrib & Connor a lot of details to manage. “We have been averaging three days production a month for some time now, and we also spend at least one full month of planning to ensure each shoot goes off without a hitch. Our bilingual script clerk on set was terrific, but our copy was universally simple,” points out Ralph Rossi, agency producer, “we have over 15 spanish spots in the can. Just like commercials in English, cadence in the copy is everything. The stuff cuts real well when we get that.”

View the commercials at www.weinconn.com

Media contact:

Mary J. Connor
CEO
Weinrib & Connor
The Penthouse
297 Knollwood Road
White Plains, NY 10607
Phone: (914) 686-3900 x223
Fax: (914) 686-3931
Email: mjc@weinconn.com