Castells & Asociados Creates Hispanic ‘Back-to-School’ For Mervyn’s.

Castells & Asociados Advertising helped create a new Hispanic “Back-to-School” advertising campaign for Mervyn’s, a Target Corporation company. The agency created and produced a :60 Hispanic radio spot with custom music and lyrics and acted as Hispanic creative consultants to adapt three versions of a :30 TV spot, which was produced by Ron Foth Advertising of Columbus, OH. The ads will air beginning August 3 throughout Mervyn’s 14-state markets.

Castells & Asociados was tasked with creating ads that target the growing Hispanic market, and yet are synergistic with Mervyn’s general market Back-to-School ads. The general market ads utilize platinum recording artist Smash Mouth to re-record some of the popular Schoolhouse Rock favorites (“Interjections,” “I’m Just a Bill,” “Conjunction Junction”) that focused on teaching math, history, grammar and science in the 1970’s.

Castells & Asociados researched various Hispanic musical artists and groups and selected the Latin teen band Timbiriche, a group that is well known to U.S. Latinos. Timbiriche was the popular teen group that artists such as Paulina Rubio and Thalia Sodi got their start from. Castells & Asociados and Mervyn’s secured the rights to adapt a Timbiriche song and the song’s lyrics were rewritten by Castells to fit the Back-to-School theme of school, learning and fun. This original score became the theme for Mervyn’s Hispanic Back-to-School TV and radio spots.

This campaign is the second assignment from Mervyn’s for Castells & Asociados and signifies Mervyn’s on-going commitment to reaching the Latino consumer. Earlier this year, Castells & Asociados was selected by Mervyn’s to consult with the company on research, strategic, planning and creative services needed to develop a Hispanic branding concept for a new TV campaign. The agency’s work resulted in four new spots that began airing in March and will continue to air throughout the rest of the year.

“We are motivated to help Mervyn’s continue to build a strong brand personality that resonates with Hispanics,” said Liz Castells-Heard, President/CEO of Castells & Asociados Advertising. “Because we have our pulse on the U.S. Latino marketplace, we were able to customize the creative for this campaign to accomplish Mervyn’s marketing goals.”