Heineken, Pepsi, Sears, GE and Their Agencies Honored

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SAN FRANCISCO ( -- The Association of National Advertisers honored Heineken, Pepsi-Cola Co.,
Still images from some of the winning TV spots, including Heineken's 'Macarena' (top), Pepsi's 'Brazil' (middle), and Sears' 'Eat Drink Man' (bottom).
Sears, Roebuck & Co., General Electric Co. and their ad agencies in the second annual Multicultural Excellence Awards.

Annual conference
The four campaigns were awarded on Monday night at the ANA's annual Multicultural Marketing Conference, held this year in San Francisco.

The winners were chosen from 125 entrants.

Heineken and its Hispanic agency, Vidal Partnership, New York, won the Hispanic award. Vidal's TV, radio and print ads for Heineken consistently turned strategic Hispanic insights and Spanish-language wordplay into stunning creative work.

Macarena invention
One spot purports to show the invention of the Latin dance the Macarena when the host at a party hunts for a bottle opener and his guests imitate his movements, creating a new dance.

Pepsi-Cola and its African-American agency, UniWorld Group, which is partly owned by WPP Group, won this year's award for African-American advertising for a campaign featuring the musician Wyclef Jean playing music on a Rio de Janeiro beach -- with a Pepsi bottle as one of the instruments -- then mixing it in a studio.

Sears Asian award
Sears and WPP's Kang & Lee won the Asian-American advertising award. Kang & Lee re-created the theme of the general market campaign, in which items that can be purchased at Sears are ticked off on a checklist, with appropriate Asian cultural cues. In one spot, a mother and son make exaggerated preparations to confront each other in a ruthless game of table tennis.

The ANA also gives a multicultural prize to a general market campaign, awarded this year to GE's campaign by Omnicom Group's BBDO Worldiwde, New York.

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