I recently read in Hispanic Market Weekly that the Vidal Partnership was able to convince Home Depot to produce their Hispanic spots in English and Spanish. Although I have not seen the creative I must say…congratulations!

Capitalizing on the fact that Hispanics are increasingly able to afford homes, Home Depot stands poised to cash in big on being prepared (and early to the party). I think it is smart to have created the spots in a culturally significant way rather that being confined to just one language. As I have mentioned in other postings, it is a real shift in thinking to the way Hispanic marketing has been done in the past…defined by one language.

I think it is insightful in this case because the way our homes look/feel are significantly different than most general market homes. Color is one of the things that differentiate us the most. So Hispanics, no matter the language, will have homes that look and feel different. This creative will speak to this insight and make a connection with this consumer that will be memorable.

The motivation behind fixing your home takes on a different meaning when you are Hispanic or Latino. In the general market, I believe this feeling of “achievement and accomplishment” has become something that is taken for granted. It is treated more as a right of passage rather than a major accomplishment. I think that insightful creative, that is well done, will reflect and capitalize on this key difference.

For more information on in-culture vs. in-language creative check out the AHAA site at www.ahaa.org/meetings/Miami06/presentation/presentation.htm

-Written by Miamiadguy