The California Milk Processor Board, the organization behind the “Familia, amor y leche” ads (the meaning of which, incidentally, has always eluded me) is revamping their Spanish-language ad campaign. Reading this piece of news I am optimistic because they seem to be pulling the “Familia, amor y leche” theme and getting rid of the recurring (annoying stereotype) grandma character.

Other changes: Grupo Gallegos is handling the new campaign and plans to incorporate some humor into the ads:

The Hispanic-focus campaign changes Jan. 30 when the new commercials, created by Grupo Gallegos, begin to air on Spanish-language TV.

These will be about family, but in a new and exciting way,'’ said Veronica Flores with RL Public Relations.

The difference? Milk now will be humorously portrayed in the 30-second
spots Contortionist,'’ Amazon Hair Goddess'’ and Teeth Town'’ as the
wonder tonic that can help build muscle, grow hair and strengthen teeth
enough to pick up babies or open cans of food, as Teeth Town'’
portrays.

“We recognize that Hispanic audiences are increasingly sophisticated and that our advertising needs to keep up,'’ said milk processor board chairman Steve James.

Actually, Hispanic audiences aren’t “increasingly sophisticated”. They’ve always been “sophisticated”, whatever that means. If it means that they are now smart enough to know that “abuela”, “familia” and all of the typical elements of Latino advertising are shortcut clichés and don’t resonate with most Latinos, you’re right.

I have confidence that Grupo Gallegos will deliver something more relevant. Stay tuned.

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