There's No Direct Translation for Target's Latest Effort Aimed at Hispanics

The Effort Depicts Terms and Moments Unique to Spanish Cultures

Target aims to deepen its relationship with Hispanic consumers through a new ad campaign launching on March 8. Called "Sin Traducción," or "without translation," the push highlights Spanish terms and moments that have no direct English translation and are unique to Hispanic consumers.

For example, the first of two launch spots is named "Arrullo," which means "lullaby," and is often used to describe the right ambience and setting to put a baby to sleep. The second, called "Sobremesa," is about the period of time right after dinner in which family and friends linger at the dinner table to catch up or spend quality time together. "There will always be a part of you that simply doesn't translate," the ads point out.

"The Hispanic guest loves Target but we're always looking to connect on a deeper level," said Rick Gomez, senior VP, brand and category marketing at Target. "'Sin Traducción' does exactly that. It's a way for Target to make a connection with our Hispanic guest on a deeper, more emotional level."

The strategy has personal significance for Mr. Gomez, who is Hispanic and whose first language was English. He can recall asking his parents to define words like "comadre" and "compadre," which have no direct translation.

The effort, created by LatinWorks, includes a mix of broadcast spots, digital advertising and experiential efforts.


Title: “#SinTraducción”
Advertising Agency: LatinWorks
Client: Target
Brand: Target
Chief Creative Officer: Sergio Alcocer
Creative Director: Gabriel García
Associate Creative Directors: Juan Pedro González, Luis “Guigo” Sánchez
Art Director: Claudia Camargo
Copywriter: Shaday Silva
Producer: Elizabeth Spiva
Group Account Director: Melissa Trepinski
Account Supervisor: Patty Liendo
Production Company: Partizan
Director: Augustus Punch
Executive Producer: Shelia Stepanek
Editor: Charlie Harvey