This new Target ad is labeled 'Sin Traduccion', which translates to 'Without Translation' and implies that only those with an intimate knowledge of Spanish and Hispanic culture can truly appreciate the underlying message.
One of the ads is titled 'Arrullo', a word which means 'lullaby' and describes the optimum ambience and setting required to put a baby to sleep. The second spot is called 'Sobremesa', a word which describes the period of time immediately after dinner, in which family and friends hang around the dinner table to catch up with each other. Both ads feature the catchphrase, "There will always be a part of you that simply doesn't translate."
The Sin Traduccion ad does a great job connecting with Hispanic shoppers and their sense of pride in their unique cultural affiliation.