Hopes had been raised because two other Hispanic agencies, Omnicom Group's Dieste Harmel & Partners and independent La Comunidad, Miami, had spots on the film shortlist. Dieste Harmel had two Anheuser-Busch commercials for Budweiser, "Mini Mouth" and "Pinky," on the shortlist, and La Comunidad had two shortlisted Virgin Mobile ads, "Convertible Car" and "Office." A third La Comunidad spot, an international ad for MTV Worldwide called "Give Me an M," was also on the list.
A Puerto Rican ad agency, Badillo Nazca Saatchi & Saatchi, San Juan, had a shortlisted spot called "Journey" for the Toyota 4Runner.
The winning Grupo Gallegos ad is about a man whose beard grows so ridiculously fast that his razor, using Energizer batteries, is constantly on. The "Beard" ad has won gold awards at three ad shows: FIAP, a leading Latin American ad festival based in Buenos Aires; El Sol, an ad festival in Spain that Latin American agencies also compete in; and the Addy awards in the U.S.
Cyber Lion winner
Although there was only one U.S. Hispanic film winner this year, the U.S. Hispanic market got its first cyber winner. The internet portion of La Comunidad's Virgin Mobile campaign "I'm Not Normal" won a Cyber Lion.
Last year the U.S. Hispanic market had its best-ever performance at Cannes, winning three Silver Lions, including one to Grupo Gallegos for an earlier Energizer spot called "Japanese Hand." The other two winners were Lapiz, Chicago, for a Kellogg's Special K spot called "Fiber Cycle" and La Comunidad for a spot for VH1 called "Parents' Day."
At Cannes, Hispanic creatives gathered at La Chunga restaurant for the second annual dinner for creatives from U.S. Hispanic agencies June 20. Earlier that day, Team USA played in the festival's Beach Soccer Tournament.