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Marketing Extraordinaire Charlie Clark Is A "Self-Mocking, Spanish-Speaking Gringo"

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07 Dec 2011 | 14:54
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Charlie Clark is a 6'2", 220lbs Texan car salesman and a "self-mocking, Spanish-speaking gringo." He's also a smart and very creative marketing genius.

Based out of the Rio Grande Valley, Charlie noticed many of his mostly-Latino customers struggled to speak English. Learning Spanish was Charlie's first tactic to accommodate his customers but he took it even further:

"In 2001, Clark bought a failing Nissan dealership in Harlingen. His first commercial in español was linguistically perfect, and yet he looked "so super-white and Anglo," that viewers thought it was dubbed. So Clark decided to introduce his nana in his next ad and explain how she'd taught him her language. Audiences loved her. And embraced the smiling, self-mocking, Spanish-speaking gringo as their own."

Charlie, who's family has been selling cars in Texas since the '30s, even developed a Spanish-language cable access show called ¡Orale, Charlie! [Come On, Charlie!]. In it, Charlie plays "Green Ghost," a superhero that fights crime along with his sidekick "Mexsican."

Silly? Yes. And Charlie knows it:

"Some think the show is rather childish, and Clark doesn't disagree: as a marketing man, he knows how much power children wield in the back seat of the car. Already using TV to link his dealership with 'that blonde gringo who speaks Spanish,' he decided to market to the whole family by aiming his sitcom at kids."

Smart!

Follow the link below to read more about Charlie Clark.

Source: TCU Magazine

What do you think?

  • LOL
  • CHISPAS
  • AY DIOS MIO
  • QUE CUTE
  • NERDO
  • NACO
  • CURSI
  • QUE COOL
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Related Tags:
car salesman, charlie clark, funny, harlingen, orale charlie, video

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