“Lúcete A Tu Manera” (“Show Off, YourWay”), a Target marketing campaign that debuted during the 2016 Billboard LatinMusic Awards, celebrates Hispanic guests’ individual beauty. Though Target has sponsored the music awards for over a decade, this is the first time the brand has broadcast work specifically created for the event.The initiative features Latinas across a variety of ages,shapes, and cultural backgrounds. The spots featured a cast of inspiring influencers, including Billboard Latin MusicAward host Gaby Espino and actress Rita Moreno, showing off their unique beauty while lip-syncing and dancing to“Soy Yo” by Bomba Estereo. Target also gave consumers the chance to be part of aTV commercial. More than 9,000 Target guests filmed themselves lip-synching to “Soy Yo” and posted the video on Dubsmash and Instagram. Of these submissions, a selection was included in a TV commercial that aired during theBillboard Latin Music Awards.This year’s effort follows an initiative last spring called “SinTraducción,” which featured words and moments with noEnglish equivalent. That push was Target’s first marketing effort aimed at Hispanics.