That’s the theme for Target’s latest campaign in the U.S. aimed at Hispanic “guests”.
Target’s new Hispanic campaign features words with no English equivalent. According to Target’s website, this is “a first-of-its-kind for Target. #SinTraducción is a sweeping celebration of moments, traditions and emotions that are treasured by many in the Hispanic culture. Using a number of these untranslatable terms as inspiration, the campaign invites Target’s guests to experience the brand in a more personal way.”
For example, the first of two launch spots is named "Arrullo," which means "lullaby," and is often used to describe the right ambience and setting to put a baby to sleep. The second, called "Sobremesa," is about the period of time right after dinner in which family and friends linger at the dinner table to catch up or spend quality time together.
Rick Gomez, senior VP, brand and category marketing at Target is quoted in this Ad Age article: ”The Hispanic guest loves Target but were always looking to connect on a deeper level, ’Sin Traducción' does exactly that. It's a way for Target to make a connection with our Hispanic guest on a deeper, more emotional level.”
Target is right. There are also words in québécois French that are untranslatable. Here are a few from the Dictionnaire de la langue québécoise de Léandre Bergeron, VLB Éditeur
Tigidou interj. C’est tigidou - Tout est bien correct. Everything is fine. Ex. Tout est tigidou en ce moment chez Target Canada (Everything is fine at this time at Target Canada)
À l’épouvante loc. adv. - Très vite. In a hurry. Ex. Target est parti à l’épouvante. (Target left in a hurry).