Sabela Cal

Translation, Adaptation and Linguistic Services English > Spanish (Spain)

Do you think something is missing from your Spanish translations?

Charles Eames said it best: The details are not details. They make the product. And yet so many translations are like signs with missing letters: sometimes sad, sometimes unfortunate.

Feel free to browse around the site or GET IN TOUCH to let me show you how a carefully crafted translation can help you.

Vorsprung durch Technik: how a catchphrase was coined

Hegarty had no idea what it actually meant (“progress through technology”) but once he’d been told, the idea stuck. “This is the incidental nature of creativity, looking, watching, hearing stuff and it all goes in.” Later, when the admen were looking for a phrase to tie all the commercial work together, the phrase popped back at him. “Everyone looked at me as though I was mad,” says Hegarty. No one really used foreign languages to advertise in those days. But the client went with it, and soon it was a catchphrase of mid-1980s Britain.

Vorsprung durch Technik – ad slogan that changed how we saw Germany |