What happened to the quality of Spanish-language ads? I admittedly only tune in while with friends every 4 years for the World Cup, but I am shocked by the massive decline in quality since 2022. I keep seeing ads where no one caught the actresses speaking Spanish phonetically; poor production quality; poor translations… What happened?

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AI was released in 2022

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Ai generated voices, likely. Prompted by someone that doesn’t speak Spanish.

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To be fair, U.S. Hispanic advertising often doesn’t have the same budgets as general market campaigns, which can limit production value. Not to generalize, but many U.S. Hispanic clients also don’t have the same level of marketing maturity or creative ambition as their general market counterparts. There’s definitely room for improvement, but it’s not always the agency’s fault.

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Even with the budgetary differences, I’m simply shocked at how much the overall quality in U.S. Hispanic advertising has tanked since the 2022 World Cup. It’s a night and day difference from 4 years ago. What happened?

What happened? The masks came off (again) with the new admin. Marketers could stop pretending to care about diverse audiences - even though they're a growth driver for brands. Not enough representation or expertise in this field in the rooms where decisions on $s are being made. And yeah sure Ai too but the ad bias here is a tale as old as time.

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We don’t want ads in World Cup anyway 🤷🏽‍♂️

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