Out of body

Hyundai has launched a multichannel ad campaign geared toward Spanish-speakers, an effort to boost its meager 2.7 percent share of Hispanic car sales.

The "Descubrelo tu mismo" ("Discover it for yourself") campaign by LatinWorks/Austin launched early this month.

"Second Chance," a TV spot, features a man reflecting on how he would take life more seriously during an out-of-body experience. The sentiment of taking life more seriously — was positioned as a cultural cue.

The accompanying website includes token Spanish words for "safety," "reliability" and "design."

Hyundai told Advertising Age its Hispanic campaigns are often verbatim translations of English counterparts, with no actual Hispanic insights. The company has a new head of multicultural marketing and is riding its third Hispanic agency in less than three years.