The new spot, created by Dieste Harmel & Partners, marks a departure from traditional Spanish-language celebrity-driven advertising. Historically, Pepsi has featured stars that made their names in Latin America for its Spanish language ads. Shakira and Ricky Martin both starred in Spanish-language Pepsi commercials, prior to crossing over into mainstream media. With “Rain,” Pepsi is betting that Spanish-speaking Americans already know a thing or two about Longoria.
“Today’s media landscape is more fluid than ever,” says Lara Montilla, senior manager of multicultural marketing for Pepsi-Cola North America. “Hispanics, especially Hispanic youth, consume many types of media in English and Spanish. We recognize this new reality and with ‘Rain’ we’re showing that it’s perfectly acceptable and even expected to see your favorite star from an English-language show during a break in your favorite Spanish-language programs.”
In many ways, Longoria represents this new Hispanic reality. Born and raised in Corpus-Christi, Texas, the Mexican-American actress is part of the new wave of Latino youth who grew up in the United States and are embracing their Latin roots. “My heritage is who I am.
It’s my language, my food, my music,” says Longoria. “For me, it’s extra special to do these commercials and air them on Spanish and English networks.”
“Rain” opens with Longoria walking out of a bodega, Pepsi in hand. It’s pouring outside and people are running for cover, but Longoria simply takes a sip of her Pepsi, and defiantly starts dancing in the rain. She irresistibly struts her stuff, even while city dwellers are trying to stay dry. It’s the taste, the joy, it’s the Pepsi. The ad closes with the tag in Spanish, “Goza el Sabor” (Enjoy the taste).
“Rain” is Longoria’s third ad for Pepsi and the second one to air on Spanish-language TV. Last year, the “Desperate Housewives” star appeared with Sean ‘P. Diddy’ Combs in a commercial that aired during the Super Bowl and starred in a Spanish-language spot “New Neighbor.” Longoria was also named one of the 50 Most Beautiful People by People en Español in 2005.