Macy's Targets Hispanic Women
Enlace Ads Aim to Soften
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By David Lipin

LOS ANGELES-Enlace Communications is unveiling four TV ads for Macy's West exclusively targeting Hispanic women.

The spots are in Spanish and feature Hispanic actresses in an attempt to reach women 18-49.

"We have been trying to get across to the [Hispanic] consumer that Macy's is an approachable store," said agency creative chief Isabel Kilroe. "Macy's has an image the ads feature music by Peruvian that is expensive and inaccessible."

The Los Angeles agency's 30-second commercials show the merchandise and values that appeal most to Hispanics, many of whom shop at competing department stores such as Sears and J.C. Penney.

A branding spot is now airing. The three other spots, which echo the cultural themes of the first ad but tout merchandise sales, will break in April on Spanish language networks Univision and Telemundo.

In one spot, a man and woman are on a balcony airing out some colorful linen. All the feature music by Peruvian songwriter Eliana Deza.

The tagline translates to: "Macy's. Where it's a pleasure to shop." Officials at the San Francisco client, were unavailable for comment.