Wickes Launches Hispanic Effort

CHICAGO Wickes Furniture today launches its first advertising aimed at Hispanic consumers. The ads crafted by Lapiz debut here and in Los Angeles.

After winning the Carol Stream, Ill.-based client in June, the team at the Chicago shop developed the tagline, “Muebles que se roban el show” (“Furniture that steals the show”). The campaign was inspired by Latin American telenovelas. Indeed, both 30-second spots, “Poison” and “Thief,” were shot in a telenovela studio in Miami.

“Poison” depicts a young woman glued to the TV, visibly emotional, watching an intense scene in which a man, apparently poisoned, passes out with a glass of wine in his hand.