Off Language—In Culture

Twenty or so years ago, it was common to translate English ads into Spanish—this was considered Hispanic advertising. Then, as marketing to Hispanics matured, Hispanics created campaigns in Spanish, which lead to better messaging. The strategy, though, was to reach the lowest common denominator—grouping all Hispanics into one demographic target; even as a whole new generation was forming: bilingual/bicultural Hispanic kids.

Marketers considering this group figured that they would be reached through general market efforts. The assumption was that English ads would reach Hispanics that consumed English media. Clean cut marketing that makes sense. Except, the Hispanic market is not just defined by language, it is defined by its culture.

Hispanics often live in a multi-generation home. This means that elderly family members live with their children and often their grandchildren. This family structure helps older Hispanics integrate with US culture, and also helps teens remain involved with their Hispanic culture.

In order to evolve with the changing Hispanic hemisphere, marketers should incorporate a creative mix of Spanish and English properties that break the boundary of language and connect with Hispanics on a emotional and cultural level. Advertise off language but in culture.

HeadQuarters recently developed a campaign for Comcast to reach the entire Hispanic market in Northern California. The campaign was developed to connect with Hispanics on a deeper cultural level regardless of their language preference. The spots showcased a typical drama of a multi-generational Hispanic home with a banter between a grandson and grandmother.



Fausto Gortaire
Account Director
HeadQuareters Advertising Inc.