Coors set to air Spanish-language ad with crossover appeal

05/6/2004 | Advertising Age (tiered subscription model)

Recalling Budweiser's successful "Whassup" ads, Coors Brewing will air television ads during the National Basketball Association playoff games featuring young Latino males using the slang term "guey" to communicate a range of varying messages that roughly translate to "Want a beer?", "Check out those girls." and "Wow." The ad, which reflects a growing trend of crossover messages from Spanish to English, closes with the onscreen text "Guey=Dude." Bromley Communications, which created the ad for Coors, says the spot works with Hispanics and non-Hispanics alike. Click here to view the video.

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