How to describe the “performance” of the RDX to Spanish speakers when the word doesn’t even translate?
For the launch of the 2022 Acura RDX into the US Latino market, we had two objectives: First, to be synergistic with the overall positioning of the vehicle in the General Market, a performance-focused SUV; second, to make this SUV relevant to this specific target audience, who has been rarely exposed to the Acura advertising targeted to them in the last few years.
Our challenge was to communicate “Performance,” since this is a word that has no direct translation into Spanish (sometimes translated as “rendimiento,” “desempeño” or even “performancia,” a word that does not exist!). We worked that problem to our advantage by communicating that the amazing “performance” of the RDX is something that can’t be translated but can be experienced.
The execution keeps the same tone and style of the brand while showing a non-stereotypical Latino couple, truly experiencing the performance of the RDX against a powerful Latino hit song: “Bola Rebola” by Anitta, J Balvin, and Tropkillaz.