Estrada & Walter Mercado @ Old Navy.

Old Navy is launching its first Spanish-language TV campaign this holiday season to welcome Hispanic customers to its stores across the United States. The ads are a part of the brand’s growth strategy to speak directly to its key customer segments. The “Fiesta” campaign, featuring Erik Estrada and Walter Mercado, officially introduces Hispanics to the brand and touts affordable and fashionable holiday gifts for the entire family. The two 30-second spots debut on November 23, 2003. Recognizing that U.S. Hispanics have unique, cultural interests and values and that 58% of this population watch Spanish television exclusively, Old Navy created a culturally relevant holiday campaign that highlights the brand’s
roots in fun, fashion, family and value.

“We know we’re a shopping destination for many Hispanic families, but we felt we needed to build a deeper relationship with these customers,” says Susan Wayne, EVP of Old Navy Marketing. “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 were developed to appeal specifically to this diverse audience. Taking place in a festive street scene filled with families celebrating to a mix of music ranging from mariachi to hip-hop, the ads project the vibrance, warmth and color of the Latino culture.

In “Fiesta Hooded,” Erik Estrada — who has captured the hearts of millions of fans since the 1980s — opens the door to a colorful world featuring Old Navy performance fleece graphic hooded sweatshirts for the entire family. At the unbeatable prices, Erik exclaims, “Not getting it would be a crime!” In “Fiesta Half-Zip,” the adored astrologer and psychic Walter Mercado takes viewers on a magical journey featuring Old Navy half-zip pullovers for the entire family. Walter predicts, “I see it in your future.”