Latino stereotypes and why they don't work

This video of Charly García, my favorite Argentine rockstar, reminded me of when I first introduced my American wife to Argentine rock. She was fascinated. The chord changes, melodies, arrangements—they sounded different and fresh. It was rock and roll but distinctly Argentine, a blend of our roots with influences from American and British rock. This is not solely an Argentine phenomenon; it's typical of all rock en español.

Like our music, Latino culture in the United States is complex. While influenced by American culture, it has unique characteristics, and contrary to what many commercials depict, is not defined by clichés. Some clients may believe that simply translating their ads from English to Spanish is enough. Others may believe that the solution is to include an abuelita, a soccer team, or a telenovela in their commercials. Both approaches miss the mark. When it comes to reaching Latinos in the United States, authenticity is key, and subtle cultural nuances matter. Until brands understand this, their messages won’t truly resonate with the Latino community.