Mervyn’s Taps Castells & Asociados.

Castells & Asociados Advertising is launching a new TV advertising campaign for Mervyn’s, a Target Corporation company. Mervyn’s recently selected the agency for the 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 will begin to air this month.

Each of the new TV spots features a well-known Hispanic celebrity: Jaime Camil, performer and recording artist; Graciela Beltran, Grammy-nominated singer; Edith Gonzalez, famous telenovela star; and Adamari Lopez, actress and one of People En Español’s recent “25 Most Beautiful People.”

The creative theme of the campaign, “La ropa lo hace todo” (“the clothes say it all”), portrays the clothes, instead of the celebrities, as the stars of the spots. Each of the light-hearted spots is designed to emphasize the impact of the clothes, instead of the celebrities. The spots carry out this theme while capturing the essence of each celebrity’s personality.

The spots have recently broken in some of Mervyn’s major markets and will run throughout the year. The spots are directed by Lorena Orraca and produced by Elda Bravo, both of ACA Films.

“The Mervyn’s team has been an absolute joy to work with. Not only did they support our creative concepts, but they acted boldly and decisively in proceeding with this campaign,” said Liz Castells-Heard, President of Castells & Asociados Advertising. “I think the look and feel of the spots will help build a strong brand personality for Mervyn’s that rings true with Hispanics.”