The opportunity
Substantial portions of the US Latino population are primarily Spanish-speaking, and certain legal-vertical case categories concentrate heavily in Spanish-speaking populations. PI in border-state metros, workers' comp in industrial-economy metros, and Camp Lejeune in Latino veteran populations all benefit from Spanish-language creative variants.
Strongest metros and verticals
- Texas: Houston, Dallas, San Antonio, El Paso for PI, workers' comp, trucking accidents
- Arizona: Phoenix, Tucson for PI, workers' comp
- California: LA, San Diego, San Francisco, Sacramento for PI, workers' comp, mass tort
- Illinois: Chicago for workers' comp, PI, mass tort
- Florida: Miami, Tampa, Orlando for PI, mass tort
- Colorado: Denver for PI, workers' comp
- Georgia: Atlanta for PI, workers' comp
Creative considerations
Spanish-language creative is cultural-context production, not literal translation. The voiceover talent, the on-screen text typography, the music selection, and the venue context all need cultural specificity to land.