Stuart Elliott has a piece in today's New York Times that focuses on Kmart's back-to-school advertising efforts. It talks about the store's Hispanic
advertising campaign, which features a commercial where a group of students
admire a female classmate's derriere. Now two of anything hardly constitutes a
trend, but I can't help but wonder. First, there was COD's Touareg (not to be confused with the Tuareg people, just as it is important to not confuse Agarracalle.com with Agarrecalle.com which will redirect you to a dealership in Scottsdale) ad that
featured a man admiring a woman's backside in his rearview mirror and now the
KMart ad. All this against the backdrop of last year's hit song "Culo"
and the increase in sales of mannequins with big backsides.
Everywhere I look today there seems to be nothing but articles related
to butts. A woman crudely lauded for her bottom, another extolling the virtue
of a nalga-flattering undergarment
Hispanic creative directors often complain their clients insist on the presence of a Latino advertising cliché such as "la familia", "la cena" and "la abuelita" in every commercial. Perhaps big bottoms are about to bump abuelita off the set.
Perhaps not, though. Abuelita has
shown an awful lot of staying power as a stock character.
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