LOS ANGELES Old Navy is set to break its first Spanish-language TV campaign this weekend, the company said today.
The "Fiesta" holiday campaign, from The Vidal Partnership in New York, includes two 30-second spots featuring actor Erik Estrada and astrologer and psychic Walter Mercado. The effort is part of Old Navy's growth strategy to speak directly to its key customer segments, according to the retailer.
The ads, which break Nov. 23, introduce Hispanics to the brand and tout affordable holiday gifts for the entire family. They take place in a festive street scene filled with families celebrating to a mix of music ranging from mariachi to hip-hop. In "Fiesta Hooded," Estrada opens the door to a colorful world featuring Old Navy performance fleece graphic hooded sweatshirts. In Spanish, he exclaims, "Not getting it would be a crime!" In "Fiesta Half-Zip," Mercado takes viewers on a magical journey featuring Old Navy half-zip pullovers. He predicts, "I see it in your future."
"We know we're a shopping destination for many Hispanic families, but we felt we needed to build a deeper relationship with these customers," said Susan Wayne, executive vice president of marketing for Old Navy, in a statement. "By speaking to Hispanics in their own language and by featuring two celebrated personalities, we are extending a warm and sincere welcome to our brand. And because the holidays are centered around family and friends, we felt it was the perfect time to launch our campaign."
The spots will air through Dec. 24 on Telemundo, Univision, Galavision and Telefutura. Spending on the campaign could not immediately be determined. The San Francisco-based Gap subsidiary spent $150 million overall on ads in 2002, according to Nielsen Monitor-Plus.
Old Navy tapped Vidal in August for the Hispanic holiday assignment following a review that included Omnicom Group-backed Dieste Harmel & Partners in Dallas. Media is handled by Omnicom's PHD in New York and San Francisco.