Workforce Language Services

When Ben Singer first considered using television ads to promote a pharmacy chain he co-founded, he was told TV is too expensive and that he would need to hire actors.

He disagreed. Instead, he put money aside for three months and starred in the commercial himself.

The resulting clip starts with Singer, 40, riding a motorcycle to the entrance of one of the stores as he announces in Spanish, “Farmacia Remedios, your Mexican pharmacy for the entire Bay Area!”

The rest of the ad shows Singer inside the pharmacy in a lab coat explaining the stores products and services, including a walk-in medical clinic. He ends with a loud cheer and a thumbs up.

The commercial worked. Customers recognize him when he works the stores. Women blush when he asks them if they need help.

“I saw you on TV,” they say with wide eyes or “I recognized your voice from the radio.” Singer hosts a weekly program about health issues.

Singer’s charismatic outreach has helped him achieve exactly what he wants Farmacia Remedios to do: create a personal connection with Latino consumers.