In case you didn’t notice, Las Vegas is in the middle of the desert. Water conservation has become a way of life for most residents – using less, means more. Each year, the Southern Nevada Water Authority reminds residents to help conserve and save water by changing their watering clocks to comply with mandatory watering restrictions. Previous campaigns were English only and missing a key demographic of the valley – our Spanish-speaking audience.
Southern Nevada Hispanics live in multigenerational households with about 40 percent of them primarily speaking Spanish at home. Our task was to create a campaign that would resonate with the Hispanic audience, tapping into the cultural nuances to incite action.
Creative development was headed up by CMV/R&R out of Mexico City. The team landed on a theme common to many, but especially in Hispanic households. That theme was “Ahorita,” which can mean “I’ll get to it now,” but as it’s more commonly used, the task will “get put off” indefinitely. Imagine a wife asking her husband to take out the trash or do the dishes; his response, “Ahorita.” We all know what that means. It’s the eternal struggle between spouses. “Yes, dear, I’ll do that now” and yet, it doesn’t get done.
As with previous SNWA spots, such as “There’s Nothing Sexier Than Saving Water” or the infamous and Effie award-winning “Mrs. Nuttington,” “Ahorita” uses humor to engage audiences, which ultimately entertains as well as gets the main message across.
“Ahorita” is an integrated campaign that includes broadcast, radio, print and digital executions.