Target is calling on guests everywhere to “Lúcete a Tu Manera,” a mantra that translates to “Show Off, Your Way,” in our super-catchy new TV ads, developed with our creative friends at Mother New York. The spots, which celebrate individuality through beauty, debut tomorrow during Telemundo’s Billboard Latin Music Awards. But if you can’t wait, we’re giving A Bullseye View readers an early look, below!
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The cool, confident women you see lip-synching to Bomba Estereo’s “Soy Yo” teamed up with us to spread the message of self-expression. The full team includes Rita Moreno, Jillian Mercado, Gaby Espino, Heidy de la Rosa, Elizabeth Almeida, Fluvia Lacerda, Carmen Carrera, Michelle Harper, Dulce Candy, Princess Nokia, Jocelyn Corona and Massy Arias.
Hear more about the campaign from a few of our incredible partners.
Jillian Mercado
Blogger, Model
What does “Lúcete A Tu Manera” mean to you?
It’s a state of mind. Once you switch your mind to Lúcete a Tu Manera you become a boss of yourself and life. I have control of how I live my life, which is to the fullest degree everyday.
Fluvia Lacerda
Model
In your industry, why do you feel it’s important that women be able to “Lúcete A Tu Manera?”
Because the era of this emotional oppression of beauty standards has come to an end! It makes me happy that at my size 18, I am part of this campaign and show my own industry that being loyal to portraying its consumer truthfully can be done just as beautifully if you put your heart to it.
Gaby Espino
Actress, TV Host
What does “Lúcete A Tu Manera” mean to you?
To me, "Lúcete A Tu Manera" means to be yourself and not let anyone steal your shine! Living in the limelight, I'm susceptible to criticism every day. Instead of taking negative comments to heart, I enhance the positive and continue doing what makes me happy, because nobody's going to take MY shine!
“Beauty isn’t defined by what’s on the outside – it’s about knowing who you are and having the confidence to express it,” said Rick Gomez, senior vice president of marketing at Target. “This campaign celebrates that idea through a group of remarkable women – including Target guests – who embody beauty by defining it in a way that’s both personal and fearless.”
That’s right, folks. Over the past month, we’ve been collecting Dubsmash submissions from guests who posted clips in their favorite Target beauty look, lip-syncing along to “Soy Yo.” And tomorrow, we’re airing a selection of those Dubs in a Target commercial during the Billboard Latin Music Awards.
Use the hashtags #Lucete and #TargetStyle on social media to join the conversation, and tune in to Telemundo’sBillboard Latin Music Awards on April 28 at 8 p.m. ET/7 p.m. CT—you just might see yourself on TV!
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