Just in time for the World Cup, Amtrak and its multicultural advertising agency Images USA have produced a soccer-themed television commercial that showcases the unique benefits of train travel while increasing brand awareness and consideration among Hispanic consumers.
The “Soccer Ball” ad was deliberate in its theme and timing – the 2010 World Cup kicks off on June 11 in South Africa, and the conductor who performs several tricks in the commercial is José Luis Palomares, senior technical director for the Pacific Coast Soccer Club, a competitive youth soccer league in California.
By running the soccer-themed, family focused commercial during the pre-World Cup media blitz and on iconic Hispanic programs such as Sábado Gigante, Amtrak’s goal is to connect with the Hispanic audience and pique their interest in train travel.
“This television commercial allows us to visually share the train travel experience using the soccer ball as the vehicle to introduce the unique onboard amenities,” said Darlene Abubakar, Amtrak’s national director of advertising.
Amtrak focused on television as the key vehicle for delivering their message to the Hispanic community. Research into the viewing habits of the nation’s fastest growing demographic showed Hispanic households watch more broadcast network television – 51 percent, compared to the total composite of U.S. households – 41 percent.
Directed by Rene Villar-Rios of Believe Media, Amtrak’s “Soccer Ball” commercial is currently running on Univision, Galavision and Telefutura and may also be seen online at www.amtrakdescubrenorteamerica.com.