ANA fetes Pepsi, State Farm, telecoms

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PepsiCo, AT&T Corp., State Farm Insurance Cos. and Verizon Communications were the big winners in the first multicultural awards competition held by the Association of National Advertisers.

The winners were chosen from more than 100 entries by a jury drawn from the ANA's Multicultural Marketing Committee and multicultural media company executives.

The awards criteria included creative quality and the relevance to multicultural consumers.

The prizes were awarded Nov. 5 at the ANA's annual Multicultural Marketing Conference in Miami.

HISPANIC

CATEGORY WINNER

PEPSICO

AGENCY: Dieste & Partners

Pepsi and its agency Dieste & Partners, Dallas, the largest independent Hispanic shop, won the Multicultural Excellence Award in the Hispanic category for a TV and radio campaign called "Street Party" that paired Pepsi's cola and Doritos brands in a festive mood. Two young men buy the snacks and take them to an outdoor dance party. The tagline is "Food for the fun of it."

AFRICAN-AMERICAN

CATEGORY WINNER

AT&T CORP.

AGENCY: UniWorld Group

The best african-American campaign was AT&T's 1-800-CALLATT work by UniWorld Group, New York, part of WPP Group. In the spots, people use their AT&T cards to make unusual calls, such as a woman who phones a friend to say she's on the TV news.

ASIAN

CATEGORY WINNER

STATE FARM INSURANCE COS.

AGENCY: InterTREND Communications

The strongest asian-American advertising was in the financial sector, which advertises heavily to that segment of the population. State Farm and InterTREND Communications, Torrance, Calif., were the winners with a TV, print and radio campaign aiming at first-generation Chinese immigrants with warm, family vignettes and the tagline, "With a good neighbor you will be reassured every day."

GENERAL MARKET

CATEGORY WINNER

VERIZON COMMUNICATIONS

AGENCY: Burrell Communications Group

Verizon and publicis Groupe-backed Burrell Communications Group, Chicago, used actor James Earl Jones to narrate TV spots trying to reach the tech savvy. In each ad a person poses a question like "I wonder if my team won," and uses technology to find the answer. The tagline "Verizon. How to get life done" is used in a broad range of Verizon work from Burrell.

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