Hispanics Emerge as Influential Force in U.S. Consumer Economy According to Packaged Facts

February 25, 2009

Via Marketwire

 The 46 million Hispanics living in the United States wield powerful influence on the American consumer economy, with buying power that totaled more than $980 billion in 2008, according to market research publisher Packaged Facts in the all-new report, "The Hispanic (Latino) Market in the U.S.: A Generational View, 7th Edition.

Packaged Facts has been tracking the U.S. Hispanic market since 1996, and predicts that the buying power of Hispanics will continue to grow at a relatively rapid pace undeterred by the present dreary outlook for consumers as a whole. Ultimately, Latino buying power is projected to reach $1.3 billion in 2013, with a cumulative growth rate of 31%.

"Latinos will change the profile of American society over the next four decades. The Hispanic population will grow much quicker than other population segments, and Hispanic consumers will represent an increasing percentage of the American consumer base," says Tatjana Meerman, publisher of Packaged Facts.

Gen-Y Latinos (ages 18-29) and Gen-X Latinos (ages 30-44) are particularly influential, because they control more than 60% of all Hispanic buying power. These young Hispanic adults generate significant consumer spending both for themselves and their families. Consequently, they have a disproportionate impact on a number of industries in the American economy, including entertainment, apparel, and children's items.

"The Hispanic (Latino) Market in the U.S.: A Generational View, 7th Edition" highlights the attitudes and behavior of Hispanic adults ranging from Gen-Y and Gen-X Latinos through younger and older Boomers. Trends, opportunities shaping the Hispanic market, demographic characteristics of the Hispanic population, assessment of Hispanic consumers' buying power, in-depth analysis of immigration and acculturation trends, and much more are examined in the report. Profiles of seven Hispanic national segments (Mexicans, Puerto Ricans, Cubans, Salvadorans, Dominicans, Guatemalans, and Colombians) are also provided. For further information visit: http://www.packagedfacts.com/Hispanics-1783079/.

 

Source: Ajax World Magazine

The rise of multicultural marketing

February 24, 2008


by: Maria Lopez-Knowles

When Barack Obama took the oath of office last January, he redefined America – not just this country and its brand, but its constituency as well.  In many ways he is living proof of a phenomenon that demographer’s have been predicting for quite some time:  descendents of the early settlers will be a minority by 2050 (then, a correction last year – 2042), and traditional minorities, will be the majority.

What does that mean to marketers, to brands, to this country, to the long-held American ethos?

I believe that it means that maybe we should put technology aside for a moment, and focus on the American consumer for a bit. We should identify how he/she has changed over the last four decades (and will continue to change), what he/she looks like (not just demographically, but psychographically), how he/she behaves, and alas – how connected  he/she is to a network? Regarding the all important network, we should also identify the network’s composition, how he/she interacts with said network (off-line, on-line, linguistically, culturally), and how we marketers can connect with the network via the consumer.

Multicultural markets come in many shapes, hues, and sizes. The largest multicultural segment in the US is the Hispanic market – the largest minority in this country.  How does one market to this group in a way that resonates with the target?

Many marketers are well aware of the data surrounding Hispanics (particularly, US born Hispanics).  They are extremely connected. Not just with people, but with technology. They over-index on cell-phone usage, social networking, blogging, recommending products/services to family and friends; indeed, they are brand influencers.  Yet, few truly understand how to market to them effectively and affectively (reach AND touch).

Most advertisers bifurcate the Hispanic market by linguistics – if they are immigrants, we’ll market to them in Spanish, if they are US born, we’re reaching them with our current English-language general market campaigns, so we’re covered. That assumes reach alone is enough to make an emotional connection that will lead to brand awareness/consideration.  More importantly, it erroneously presumes that assimilation happens in two generations; the reality is the path to assimilation takes three generations.  So if you think you are reaching the second-generation in a way that resonates with them via English-language alone, you are mistaken.  This target lives in two worlds.  It’s not about either/or (Spanish/English), it’s about AND. We’re hybrids.

As our new president so eloquently stated in his speech regarding race last year, he couldn’t deny the black community or his white grandmother…because by doing so he would in essence deny himself (and this country).  Multicultural America doesn’t have to choose one or the other – it can/and does, live in more than one culture, language and world. Marketers need to deeply discern this multiculturalism, and market to this new reality if they are going to be successful in the next generation.

As Bruce Springsteen so aptly sang when he kicked off the We Are One concert in celebration of Obama’s inauguration: Come on up for the rising. Indeed, come join us America.

Source: IPG Emerging Media Lab

Social Media Marketing Is A Multicultural World

February 19, 2009

by Felipe Korzenny and Lee Vann  

Social media is now ubiquitous. Usage of blogs, social networks, and video sharing sites is increasing rapidly, and millions of people now look to social media sites as their primary source of news, opinion, and entertainment. As we witness this dramatic shift from traditional to social media, we believe it’s important to examine its cultural dimensions - that is, who is driving this shift, what are the cultural factors behind it, and what are the implications for marketers seeking to reach specific ethnic/cultural groups via social media?

We recently conducted an analysis of newly collected data to examine the patterns of social media behaviors of different ethnic/cultural groups in the U.S. The data come from the Florida State University Center for Hispanic Marketing Communication with the support of DMS Research from a national online sample of nearly 2,500 people with approximately 500 cases in each of the following cultural groups: Hispanics who prefer English, Hispanics who prefer Spanish, Non-Hispanic Whites, African Americans, and Asians in the United States.

We aggregated information to find out what ethnic/cultural groups are more likely to visit social networking sites. We found broad diversity in social media behaviors among different ethnic/cultural groups and that emerging minorities visit social networking sites more frequently than non-Hispanic whites.

Percent of respondents who visit social networking sites more than 2 or 3 times a month:

• English-preferring Hispanics, 36%
• Asians, 34%
• Spanish-preferring Hispanics, 27%
• African Americans, 26%
• Non-Hispanic whites, 18%

We then broke out the data for leading social networks, MySpace and Facebook, to see if there are any groups leading usage of the most popular social networking sites - again, minorities lead the way, with English-preferring Hispanics being twice as likely to visit MySpace regularly than non-Hispanic whites. The relative importance of emerging minorities as compared with the traditional majority points to a major shift in social influence.

Percent of respondents who visit MySpace or Facebook “regularly”:

• English-preferring Hispanics, 44% (MySpace) 18% (Facebook)
• Spanish-preferring Hispanics, 35% and 13%
• Asians, 31% and 18%
• African Americans, 29% and 12%
• Non-Hispanic whites, 22% and 7%

These data are interesting, but in order for these findings to be useful and actionable for us as marketers, we need to determine the reason for the strong representation of ethnic minorities on social networking sites and how to best engage with this audience. We believe that there is a mix of cultural, demographic and market factors that make social media particularly appealing to emerging minorities.

Demographically, ethnic minorities are younger than non-Hispanic whites. It’s no secret that younger people in general are more likely to adopt new technologies, particularly technologies that enable communication and provide social connectivity. This age gap between minorities and non-Hispanics only partially explains the gap in social media involvement.

In order to analyze the influence of age on social media behavior, we divided respondents into two segments, those 35 years of age and younger and those 36 years of age and older. The following shows that people 35 and younger of all cultural backgrounds are more likely to use social media, with Hispanics who prefer to communicate in Spanish lagging behind. Young Spanish-preferring Hispanics may lag because they are likely to be newer to the Internet, and also because their friends and relatives are less likely to be online due to economic and access factors. While Hispanics in general are aggressively getting online, those less acculturated are still somewhat less represented in the digital realm today.

Percent of respondents 35 and younger who visit social networking sites more than 2 or 3 times a month:

• English-preferring Hispanics, 58%
• Asians, 58%
• Non-Hispanic whites, 57%
• Spanish-preferring Hispanics, 33%
• African Americans, 33%

When examining the usage of social networking sites among those 36 and older, we find that older Hispanics, regardless of language preference, are more active, especially when compared non-Hispanic whites within the same age group.

Percent of respondents 36 and older who visit social networking sites more than 2 or 3 times a month:

• English-preferring Hispanics, 24%
• Asians, 24%
• Spanish-preferring Hispanics, 23%
• African Americans, 17%
• Non-Hispanic whites, 13%

This substantiates the notion that age is only a partial explanation for the higher usage of social media among Hispanics and other ethnic minorities. Culture and market factors also play an important role in promoting online social connectivity among these groups.

Culturally, ethnic minorities tend to be drawn to collectivistic values and often look to one another to help guide decisions and opinions. In addition, ethnic minorities are more likely to leverage social networks to communicate with groups of family and friends who are geographically dispersed. Social media facilitates such collective sharing of information and communication.

In addition, market forces are driving ethnic minorities to use social media. There is a dearth of culturally relevant and in-language content available online. As a result, ethnic minorities tend to be proactive and create and share their own content and social networks are ideal platforms for publishing and distributing such original content.

Social networking services allow people to organize and enhance their relationships online, but regardless of technology, culture is still the glue that bonds people together. Marketers seeking to reach ethnic minorities through social media must reinforce and connect with the culture of their target audience if they seek to strengthen their clients’ brands on social networks - doing so requires a strategic long term approach that should include the following elements:

Define your objectives

Using social media can accomplish a number of business objectives. Do you want to advertise a new product? Gather research? Provide customer service and build goodwill? Knowing what you’re looking for will make it much easier to find.

Understand your audience and be strategic

A successful social media strategy requires a clear definition of objectives, understanding o your audience and a strategy for engaging them. Consider the cultural motivations that are driving your target audience to social media. Are they there to talk about music? Are they keeping in touch with relatives overseas? Are they there to connect and share their collective culture? What language are they using? They may be doing all of these things and more, but if you can determine what’s drawing your audience to social media in the first place, you’ll have a better chance of engaging them when you join their conversations. Building and maintaining conversations with a target audience requires research, careful planning and a strategic approach.

Dedicate resources to proactively engage your audience with timely and relevant content

Ethnic minorities are turning to social networks to express themselves, connect with their culture and communicate with each other. To be successful, marketers must be open to engaging audiences with timely and relevant content that stimulates feedback and sharing. Engaging in meaningful conversations is the goal of social media marketing and doing so requires a deep understanding of needs, openness to negative commentary and dedicated resources. A social media presence is worthless if it lies dormant.

The time is now

Few marketers are proactively targeting ethnic minorities online and even fewer are leveraging social media to do so. A first mover advantage is available for those that devote the time and resources to engage these critical audiences in ways that they find meaningful. The fact is that we now have an unprecedented ability to reach and interact with ethnic minorities; and companies that deliver value to this segment today will be rewarded with the long-term loyalty of this market.

Source: MediaPost

Growth of Spanish language driving social evolution in U.S.

February 15, 2009

BY FABIOLA SANTIAGO

The United States is the world's second-largest Spanish-speaking country, surpassed in the number of Spanish speakers only by Mexico, and to measure the influence of Spanish in contemporary mainstream America one need only to channel-surf.

On public television, there's Gwyneth Paltrow on a ride through the Catalonian countryside in a convertible, showing off her considerable Spanish vocabulary to chef Mario Batali, who's not bad himself. Paltrow says she's made learning Spanish a priority for daughter Apple. She buys DVDs in Spanish, and ''Dora, la exploradora'' is Apple's favorite cartoon character.

''Per-r-r-r-fecto,'' Paltrow says, demonstrating her deftness at rolling her r.

On another channel, the preteen generation is also speaking Spanish in a joint movie production between Disney and a Spanish company. The American Cheetah Girls are in Barcelona and they're singing about ''a world united by music'' and speaking sporadic Spanish without any translation or subtitles for viewers. Ditto for the toddlers watching Handy Manny help his Spanish-speaking neighbors fix stuff with the help of his talking tools.

Is speaking Spanish, once vigorously shunned by English-only movements, becoming trendy in the United States?

''Something profound and historically significant is happening with the momentum of Spanish, and it's having an impact on the social and cultural fabric of the United States,'' says Eduardo Lago, executive director of the New York outpost of Instituto Cervantes, one of the most important cultural organizations in Spain.

Spanish is ''a fact of life,'' says Ana Roca, a Florida International University linguistics professor and a coordinator of next week's national ''Spanish in the United States Conference'' at the Biltmore Hotel in Coral Gables.

''You'll find a tremendous variety of Spanish being used in the United States today,'' Roca says. ``We used to never think of Spanish speakers in Georgia, North Carolina, but the demographics have changed, and the profile today is a lot more complicated than it used to be 25 years ago.''

A HUGE PHENOMENON

At close to 40 million people, the tremendous growth of the Hispanic population -- the country's fastest-growing linguistic minority -- and the widespread use of their native tongue isn't lost on the Spanish Motherland.

Not only are the king and queen of Spain on an official visit to South Florida -- a region hailed by linguists as a showcase of the powerful presence of Spanish -- but the prestigious Instituto Cervantes has devoted a weighty 1,200-page book to the analysis of Spanish in the United States.

In the three months since Enciclopedia del español en los Estados Unidos was published by Santillana USA, the Doral-based division of the Spanish giant, the book has sold 9,000 copies, and a second printing is under way.

The reference book offers more than 80 articles on issues such as the vast literary and theatrical productions of Miami and New York, the regional linguistic differences between Cubans, Mexicans, Puerto Ricans and Dominicans, and the future of bilingual education and Spanglish. The book dissects speech patterns, gathers copious statistics on language, culture and economics, and lists the most important players in language and culture -- including Instituto Cervantes, established by the Spanish government in 1991 to promote Spanish with outposts in Albuquerque, Seattle and Chicago.

Gathering vast amounts of historical and statistical data involved some 70 collaborators across the country and in Spain, said coordinator Humberto López Morales, secretary general of Asociación de Academias de la Lengua Española in Madrid.

''Our motivation was clear,'' López said. ``There was a lot of widespread information that was being published here and there in individual articles, but we wanted to both corroborate the facts through research and to collate it all in a tome where it could be easily accessed through the indexes.''

Certainly, Hollywood's embrace of Spanish fluency -- Woody Allen's Oscar-nominated Vicky Cristina Barcelona featured fast-paced Spanish dialogues between Penélope Cruz and Javier Bardem -- has had an impact on the mainstream acceptance of Spanish. But some of the most significant recognition of the last decade has come from the publishing industry.

Spain's major publishers have outposts in Doral, and most major U.S. publishers now also publish books in Spanish. A hard sell many years ago, many prominent daily newspapers in Florida, Texas, New York and California publish Spanish-language editions in print and online. Add to this dozens of independent magazines and literary supplements published in Spanish all over the United States, with their print and online versions available worldwide.

''The literary production is tremendous,'' says Gerardo Piña Rosales, the New York-based director of Academia Norteamericana de la Lengua Española (ANLE), the American arm of the Spanish Academy, and author of various essays in the book.

The official recognition by Spain of U.S. Spanish speakers is quite meaningful in the academic world.

''It's an acknowledgement not only of what has been happening demographically, but of the cultural contributions U.S. Hispanics have been making for many, many years in literature, the media, film, documentary, dance, theater,'' says Uva de Aragón, a Miami poet, essayist and novelist who's also associate director of the Cuban Research Institute at FIU.

ACROSS THE COUNTRY

South Florida's vast Spanish-language culture is featured prominently in the enciclopedia. But consider these telling snippets about the prevalence of Spanish elsewhere: New York Mayor Michael R. Bloomberg takes weekly lessons in conversational Spanish from a Colombian tutor who comes to City Hall. More than 50 years after its Broadway premiere, West Side Story is returning in a bilingual production. Much of the singing and speaking is in Spanish. The musical was performed last December in Washington, D.C., to good reviews. One critic called Arthur Laurent's decision to translate dialogue and songs to Spanish ``a stroke of genius.''

Are the Spanish reconquering America?

''I wouldn't go so far,'' says Piña, and his colleagues agree.

The shortcomings are still many: Hispanics are worried that the new generation is not speaking Spanish well, or not speaking it at all. Americans don't consider speaking a second language important enough to devote funding to quality bilingual education.

''I don't subscribe to the view that English is overwhelming and that it will overpower Spanish and make people forget the mother tongue,'' Lago says. ``The momentum of Spanish is unstoppable, the numbers tell the story -- but I don't think a triumphant posture is appropriate.''

But what's certain, linguists says, is that a significant social evolution is taking place.

''The public needs to realize that Spanish was the first European language used in what is now the United States,'' Roca says. ``It was used in the 1500s, preceding the English-speaking colonizers who went to New England. Before them, we had Spanish-speaking colonizers in Florida.''

As for the king and queen of Spain, they're reigning over the ''¡Viva España!'' theme of The Food Network's South Beach Wine & Food Festival, described by organizers as ``an unprecedented tribute to the wines and foods of Spain.''

The Enciclopedia del español en los Estados Unidos was presented to the king and queen last fall at the annual dinner the monarchy hosts to celebrate the Oct. 12 discovery of the Americas.

The queen, who spent a great deal of time looking through her copy during the dinner, asked who was responsible for the project. (It was Lago's idea after he received a copy of a similar encyclopedia about Spanish in the world, and the United States got ''a measly'' 10 pages -- but he wasn't at the dinner.)

Someone pointed at López, project coordinator. The queen applauded.

''She dedicated an applause to me!'' López says. ``I couldn't have been a happier.''

But, he added, ``más le vale.''

Serves her well.

Spain may be the Motherland, but it's only the fourth-largest Spanish-speaking country in the world, he noted.

''The future of the language is in the United States,'' López said. ``It's No. 2 now, but without a doubt, in 10 to 15 years, it will be No. 1.''

Source: The Miami Herald

Five Helpful Tips When Interacting With US Hispanics In Social Media Outlets

February 11, 2009
By Luis Cabrera 

Have you always wanted to interact and participate in an online discussion with US Hispanics but didn’t know how or were simply too afraid? Even worse, have you ever tried to engage them and been ignored?

Here are a few things we’ve learned while engaging with US Hispanics in Social Networks, forums, message boards and blogs on behalf of our clients:

1. Discussions tend to be more emotional, less rational. Non Hispanics will likely tell you: “I agree (or don’t) because: a), b), c)” while most Hispanics will take the emotional and shorter route of… “I love (or hate) it, don’t know why, but I just (or don’t) like it”. Understanding this will allow you to build powerful messages. Try touching their hearts first, not their heads. 

2. They LOVE their country, more so than ever. Naming a country is an easy way to set a forum on fire, there is a very high sense of nationalism and you’ll find discussions about “nationality” (i.e. Peruvians vs. Chilenians) in practically every forum regardless of topic. Avoid favoring one country over another, especially on a soccer forum.

3. Don’t even think of using the “H” and “L” words. Avoid using the words “Latinos” or “Hispanics”, even if you are one. Social networks allow Hispanics to take a break from a world in which they are constantly being labeled as different. Using these words will only point out that you are the one that is different.

4. Talk bonito Español, and worry less about talking Español bonito. Carefully drafted responses in perfect and proper Spanish are a big turn-off. You need to act natural; everybody has made spelling mistakes, so don’t worry. But it is very easy to spot a gringo in a Spanish language forum; if you don’t want to be ignored, never mix the formal and informal form of “you” (tú & usted), never mix the present tense with the past, and never mix the singulars with the plurals.

5. Go with the language flow. If the community interacts in Spanglish, do so; but you still need to follow the unwritten and cognitive Spanglish rules. Spanglish is not only about mixing Spanish and English, but about adapting and creating new words and meanings. You definitely need help from native speakers.

The rest of the formula for a successful Hispanic social media strategy is based on exactly the same principles of transparency, value creation, empathy and hard work used while engaging with non Hispanics. Honestly, there is no big secret in these principles. The more you participate and invest in non-branded discussions, the better your branded messages will be heard.

Social media is about creating value, not messages, and that holds true in Español, English and in Spanglish.

Source: New Media Strategies

Market Evolution

Bill Gates @ TED Conference

This is not about Latinos but about inspiration.

Are you ready for the fight?

Click below if you are:

Matador: Branding @ the point of contact!

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Matador Marketing Group Page on FACEBOOK

“Como se dice Muffín?” – Reverse Acculturation

This is more of a funny story than anything else.  Although, the lesson here is about how acculturation is a two way street and can apply to other ethnic groups.

 

 So growing up in the 80’s and being Latino in the Suburbs was an experience unto itself.  Those of us who lived that life, were “THE” diversity in most cases at school or church or any other social group for teens.  But our parents always showed/reminded us where we came from and never to lose the “Latin” in us! For me, my older brothers and sister always reminded me “how easy I had it,” or something to that nature.

 

Those of us Latinos who knew each other in the suburbs had similar backgrounds…Parents were foreign born, been here since the 60’s or 70’s, had older siblings who were more aware of the last neighborhood we lived in than we were and we spoke Spanish but lived in English. But when many of us went to college and started our careers, those reminders were not around us. But funny how you gravitate to people who have/had similar life experiences/situations as your own.

 

These situations are different than those of native Spanish speakers, even within your own family, because we had the luxury of using English when we did not know the correct Spanish words.  So only imagine if a native Spanish speaker doesn’t know the word and has no point of reference because it did not exist, in the American form, back home.

 

So to the title of this blog – “Como se dice Muffín?”

 

One day, speaking Spanish to these friends and reminiscing about the crazy things our Latin parents (Spanish, Colombian, Cuban, Argentine, Mexican, Peruvian) used to do, I got up and asked the group if “¿querian unos muffíns?”  With simultaneous pause, we all looked at each other with puzzled faces and began to ask, how do you say “muffin” in Spanish?

 

So each of us (there were five), called our parents.  And all of our conversations pretty much went like this:

 

Ring

 

MAMA: “Alo” (Some form of Hello and Hola combined)

ME: “Hey Mama! What’s up?

MAMA: “Hola Mijito…how are you?”

ME: “Great..you got a minute?”

MAMA: “Por su puesto…of course!”

ME: “So some of us are sitting around trying to figure out a word in Spanish.  What do you call a

pastry that you would eat in the morning.  Some are Bran, some are blueberry. Do you know what I am

talking about?”

MAMA: “Un bagel?”

ME: “No think sweet.”

MAMA: “Un Muffin?”

ME: “Yes.  How do you say Muffin in Spanish?”

 LONG PAUSE

MAMA: "Muffín?"  (note the accent mark)

ME: "Seriously?"

MAMA: " I think so.  I did not grow up with anything like a muffin.  You might want to ask your father

growing up in Colombia your Abuela owned a bakery for many years.  I will check with my sisters."

ME: "OK Mama, thanks!  Ciao!

MAMA: "Ciao baby lindo!"

 

So I did call my dad, same conversation.  Actually each of us called our parents, and 10 similar conversations.  There was no word for muffin in Spanish.  That was 15 years ago.

And I still have yet to find a word in Spanish for Muffin. 

 

So as we see words like salsa, taco, pico (de gallo) get engrained in the English vernacular, there are words like muffin, and even bagel, that get put into the Spanish vernacular here in the US. 

 

So for you bi-lingual/bi-cultural folks, keep an ear out and let us know of some other words/phrases out there.

 

Email us @ matador@thebullfight.com

 

¡Saludos!

Changing Perceptions

There once was a time, way back in the 80’s and early 90’s when a major national brand could just plant their flag in the middle of the Hispanic community in any form, TV, radio, whatever, the Latino Consumer Market would flock…in droves!

Not any more mi amigos!

We are in the midst of a revolution within the Hispanic Consumer Market my friends.  The US Gov’t recently announced that the Anglo community in the US will become the minority by 2042; and the Hispanic population will comprise 30% of that new ethnic majority.  That is potentially within many of our lifetimes.  I personally would be a young 71 with a slew of grandkids…God willing!

All that said, brands are more and more needing to plant that flag not just in the traditional avenues they have been used to, but in new arenas to attract the Latino Consumer Market.  These arenas not only need to be more culturally relevant which is a buzz term we have all used, but more in a relevant lifestyle display that is cultural in nature.  AND asking them to please try their product.

Brands need to know that US Hispanics

• Go online and surf
  
• Watch General Market TV and not just Telemundo and Univision
  
• Listen to Hip Hop and is more relevant to most than Ranchero
  

Family Guy, NFL Football, Chingo Bling, MySpace (Latino) and iPods are all high impact, highly viewed outlets for both Spanish Dominant and Bi-cultural Hispanics.  Bi-cultural Hispanics are becoming a force to be reckoned with in the US. 

The funny thing is…bi-culturalism is a two way street.  Americans as a group…not just Latin Americans, are literally eating, drinking and having fun Latin style. 

Eating – The largest Bread maker is from Mexico – BIMBO, and Mexican food is more of a staple now than a once in a while.

Drinking – From beers to sodas, more labels from Latin America are taking up shelf space at supermarkets

Being Merry! – Cinco de Mayo is actually as popular as St. Patrick’s Day!

So next time you go to a barbeque, or to a club, note the abundance of guayabera style shirts there are, or dudes wearing soccer jerseys like FCB or Chivas.  Also, more Mexican beers are available along with Latin inspired music like reggaton being played in the background.

Also…can Javier Bardem be in any more movies? Really!

Saludos!