When crafting campaigns, one of the most common missteps is relying on literal translations to bridge the language gap. As major magazine company, Inc. puts it, “direct translations don’t always cut it” (2024). As we often tell our attorneys, a direct translation of your message rarely works—it needs cultural nuance to truly resonate. This principle applies to any field, as demonstrated by an infamous 2016 KFC campaign.
The campaign attempted to adapt KFC’s famous slogan, “Finger lickin’ good,” into Spanish as “para chuparse los dedos.” However, this literal translation, in the long run, backfired. While “finger lickin’ good” is playful and appetizing in English, the Spanish version, “to suck one’s fingers,” carried a much more suggestive and unintended connotation in Spanish-speaking cultures. The result? A campaign that failed to connect and instead alienated its intended audience.
This lesson directly applies to attorneys looking to market their services to Spanish-speaking communities. Crafting an effective ad in Spanish requires more than plugging your English message into a translation tool. It takes a deep understanding of cultural nuances, idiomatic expressions, and even regional variations in language. A phrase that works in Mexico may not land the same way in Colombia or Puerto Rico.
Just as KFC’s slogan needed careful rethinking, so too does your messaging. Spanish-speaking clients value authenticity, and an ad that feels out of touch could harm your credibility. This is why we emphasize cultural context in every campaign we create for attorneys. Remember, success isn’t just about being understood—it’s about building trust and connection.