Honda Targets Latino Millennials In Unconventional Way

Honda wants more Latinos buying their cars, and their latest round of advertisements targets Hispanic millennials in an unconventional way: by mocking how brands have traditionally approached the hard-to-define demographic.  

In their #UnBuenFit campaign, Honda pokes fun at advertisers who label young Latinos exclusively by their "hip" tastes, their "mobile" sensibilities and their "ready to fiesta" attitudes. Sure, there's a lot of things that make Latino youth different from other young adults. But, there's also a lot of things that make us same as everyone else: like the fact that we need a reliable, affordable car to take us to the movie theater or the grocery store... not the club. 

Watch Honda's #UnBuenFit advertisement (featuring Felipe Esparza) below. Is it a hit or a miss? 

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About this author

Cristina Arreola, Associate Editor

Cristina Mari Arreola is the Associate Editor. Originally from El Paso, Texas, she earned her degree at the Medill School of Journalism at Northwestern University before moving to New York City. In her downtime, you can usually find her scouring the city for the most authentic Mexican food (still looking), scaring herself silly watching horror movies, or frantically reading a novel from her (extremely lengthy) reading list. See what she's reading now on Goodreads, and follow her on Twitter and Instagram.

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