Hasta La Creative!

Yes, those are subtitles on your screen.

In a move to appeal to bilingual consumers, several marketers are airing Spanish ads with subtitles on English-language networks during the World Cup. Marketers have been tiptoeing into this space with Spanish phrases or slogans included in ads, said David Wellisch, founder and managing partner of Latinum Network. But running an ad entirely in Spanish on an English network is novel.

“It’s very innovative,” Mr. Wellisch said. “Companies are exploring and experimenting across the board. It’s all driven by the growing influence of this consumer segment.”

Continue reading at AdAge.com