U.S. Hispanic Shops Bring Home Hardware

Cannes Lions: Big Wins for Conill and La Comunidad

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 <a href='http://adage.com/directory/conill/187' class='directory_entry' title='AdAge Directory'>Conill</a>'s Toyota spot
 <a href='http://adage.com/directory/la-comunidad/87' class='directory_entry' title='AdAge Directory'>La Comunidad</a>'s Cyloop spot
U.S. Hispanic agencies picked up two prizes at last month's Cannes Lions International Advertising Festival, including the first Lion for Saatchi & Saatchi's Latino shop Conill.

Conill, Los Angeles, was awarded a Silver media Lion for an entertaining strategy to identify Toyota with the broadcast of the Copa Libertadores soccer championship. During the TV transmission, a banner occasionally appeared along the bottom of the screen showing scenes that seemed to be happening during the soccer match. In different videos, a lineman, a reporter and a substitute player are distracted from the match by signage for the 2009 Toyota Corolla and fall in love with the car. The theme of the "Is that the lineman?" campaign is "The new Toyota Corolla -- it's impossible not to fall in love with it."

La Comunidad, Miami, won a Bronze film Lion for Hoodiny Entertainment Group's Cyloop, a music community that connects artists with their fans. The spot, called "Pants," is one of a series of commercials parodying the excessive behavior of musicians, with unfortunate results. In the winning spot, a hip-hop star gives a proud tour of his extravagant home and possessions as his fashionably loose and low-cut trousers gradually slide down his body until he trips and tumbles, fatally, down his imposing staircase. The campaign's tagline: "Musicians don't last long. Take advantage of them while they're here."

Both Lion winners are entered in Ad Age's Hispanic Creative Advertising Awards. Winners will be announced in the magazine and online on Sept. 15, following a Sept. 12 awards show in Los Angeles.

La Comunidad's sibling agency in Buenos Aires, Argentina, run by Joaquin Molla, the brother of the Miami agency's head, Jose Molla, picked up a Gold film Lion for a campaign promoting an independent film festival in Argentina.
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