Many national advertisers have fallen victim to poor translations. One of the more tame ones was for the “Got Milk” campaign. When translated to Spanish it came out as “Are you lactating?” To Latino mothers, the thought of running out of milk is personally offensive. Fortunately the faux pas was discovered and corrected early before it became an international incident.
Another translation miscue involved a curling iron sold by Clairol called the “Mist Stick.” When the product was introduced in Germany no one considered slang, and in German mist translates to manure. Talk about a tough sell!
Want another one? When Coors Brewing Company translated its slogan “Turn it loose” into Spanish, someone should have told them it’s a colloquial term for having diarrhea. Talk about a buzz kill.
Here is an example of how even something simple can become confusing to the target audience. We had a client who wanted to tie a sale into college basketball’s “March Madness” tournament with a play on words for “Sweet Sixteen”. In English it worked great, but did you know that in Spanish, “Sweet Sixteen” has no real significance? In the Spanish culture a Quinceañera is a celebration when a young lady reaches 15 years of age rather than 16. To Latinos there is no “Sweet Sixteen” or even “Sweet Fifteen.” Also a Quinceañera has nothing to do with college basketball.
At DCPG we’ve translated thousands of commercials for radio, TV and streaming services for many of our clients.
We’ve even helped our clients refocus entire campaigns that made total sense in English, but not so much in Spanish. When you are trying to build your brand and bring in consumers, the last thing you need to worry about is offending or confusing your target audience.
The process begins even before we ever see a script. First, we have a conversation about the direction and expectations of the project. Once a client has finalized their script they will email it to us. It will get reviewed and checked for continuity. This crucial step will reduce things that may slow down the actual production process. When the script checks out it is then assigned to one of our audio producers and voiceover talents. Each script is actually...Read more
Our studio's come equipped with an ever expanding arsenal of audio production tools. These tools allow us to produce the cleanest hardest hitting sound in the world. DCPG uses industry standard HD Digital equipment. We record in full HD Digital stereo and, if needed, full 7.1 Surround Sound. Each of our industry standard studios come equipped the Avid C|24 control surface. The C|24 controls Pro Tools 12 digital audio workstation. Every one of our studios come...Read more
Over the years we have had the great pleasure of working with some talented people and some amazing clients! We work with some of the bigger names like Moen Faucets and Kay Jewelers (NFL Hall Of Fame ring commercials). But, we also work with a chain of 14 furniture stores in the Northwest. Also, one of our clients is an auto dealership with just one location in Helena, Montana. We’ve also been in involved in projects with...Read more
DCPG has developed successful partnerships with a variety of clients and we’d like to work with you. Please contact us by filling out this form, or call us at (713) 999-5297 and let’s talk!