Macy’s launches Fall Hispanic campaign.

Macy’s is launching a new advertising campaign for Hispanics this Fall. The campaign’s launch on September 9th comes during the beginning of the traditional Fall season for retailers and coincides with Macy’s addition of 400 new store locations nationwide.

The campaign consists of a brand television spot, a charity spot, and a series of promotional spots. The creative initiative will be supported with media buys on national Hispanic television networks Univision, Telemundo and Telefutura.

The brand spot, which celebrates Macy’s nationwide expansion, using its “Way to Shop!” platform, is set to a Latin adaptation of the classic “Dancing in the Streets,” made famous by Martha Reeves and the Vandellas. The Spanish-language adaptation was produced by Grammy-nominated producer, Andrés Levin.

The rest of the campaign television spots feature Latina actresses and models Ana de la Reguera, Zoë Saldaña and Patricia Velásquez. The spots leverage the trendsetting influence of these Latinas and feature them providing fashion and shopping tips. A charity spot starring Zoë Saldaña focuses on Macy’s traditional community-shopping day, a philanthropic initiative.

“The Hispanic consumer is a key part of Macy’s diverse consumer base and we’re committed to speak to them in a culturally relevant fashion,” commented Anne MacDonald, Macy’s Chief Marketing Officer. “We created this campaign thinking of our Hispanic consumer; we also included a strong Latin component in our general market outreach,” she concluded.

Zoë Saldaña was used in one of the general market charity spots and the Spanish version of the brand spot was featured in a general market promotional spot.

“We believe the campaign as well as the Latinas collaborating in it successfully represent the Hispanic market and effectively communicate Macy’s diversity. The result, in the eyes of the Hispanic consumer, is a fun and stylish message in tune with their identity,” expressed Susan Jaramillo, Chief Creative Officer and Partner, Latinvox.

The Hispanic campaign is the result of a collaboration between Latinvox, Macy’s Hispanic advertising agency of record, and JWT Chicago, responsible for the general market campaign.