If Geico picked cavemen to pitch car insurance and Budweiser opted for manly men to sell more beer, why can’t Lexicon just bring out God?
In its latest marketing effort, Inglés sin Barrreras has a new ad out pitching its costly English-language course to Latinos. A 60-second spot currently running on Univision features a couple of presumably recent immigrants talking -in Spanish- about how learning English has changed their lives in America. At some point, the man switches to a perfect English while subtitles in Spanish show up on screen. But then the woman intervenes to make a final, perfect pitch in Spanish. “I think [Inglés sin Barreras] is a medium sent to us by God himself to make it to this country.” (Yo creo que es un medio que Dios nos ha proveido [sic] para progresar.)
Wow. I wonder how many politically-correct gringo companies can ever get away with that one. But hey, in the increasingly competitive business of selling English-language courses to Hispanics, God must be an infallible tool. Who can beat that?