ELF Latinos are bilingual, yet skew English dominant. Most are born in the U.S. or arrived in the U.S. at a young age. ELF Latinos prefer bilingual ads over English-only ads, and tend to be motivated “en masse” by the long-tail of Hispanic culture – music, food, social traditions, etc. (Disclaimer – not Elf on the Shelf or ALF of late 1980s TV fame)