'BATS,' 'SHOES,' 'SPOON,' HELP EXPLAIN TECHNOLOGICAL ADVANCE: MAGAZINES

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Sony Handycam Vision: "Bats"

Del Rivero Messianu, Coral Gables, Fla.

Creative Director: Enrique Faillace

Art Directors: Enrique Faillace, Felipe

Verswyvel

Copywriters: Liora Maya, Luis Miguel

Messianu

Photographer: Kerri Hackney

A clever visual and copy execution with an attitude impressed the judges, who also gave the illustration work high marks. It solves the question of how to promote the features in a piece of electronics equipment while making it approachable to the general public.

"It rules the night," says the headline on the dark blue background. Next to it, a Sony Handycam hangs upside down from a branch amidst a flock of bats. It briskly makes its point: that this video camera can shoot in the dark. But it doesn't give in to the temptation to overexplain the technological features of the equipment, and doesn't drown the reader with copy that will intimidate people who are still dealing with the flashing 12:00 on their VCR.

"You will enjoy all of your special moments with the Handycam Vision, which gives you more flight time, whether in broad daylight or in the middle of darkness," says the copy. "That's how you take off!"

And that's how you do an electronics ad, said the judges.

Honorable Mentions

Toyota Motor Sales USA Camry:

"Rooster"

Saatchi & Saatchi's Conill Advertising, Torrance, Calif.

Creative Directors: Mariano Favetto, Elias Weinstock

Art Director: Juan Carlos Obando

Copywriter: Jorge Inchaurregui

At first glance, it looks like Toyota is a bit full of itself. Instead of everyday people, it has a peacock on its ad. But look closer, the peacock is really a rooster in disguise. "Can a car make you feel different?" asks the copy in the ad. "Camry/confidence." It's eye-catching, colorful and witty. Better yet, it puts the brand front and center.

Sony Handycam Vision: "Shoes" and "Spoon"

Del Rivero Messianu, Coral Gables, Fla.

Creative Director: Enrique Faillace

Art Directors: Enrique Faillace, Felipe

Verswyvel

Copywriters: Liora Maya, Luis Miguel

Messianu

Photographer: Kerri Hackney

Like the category winner, both of these executions play up the Sony Handycam features with clever visuals and snappy copy. "Shoes" -- the sneaker laces are really video connection cables -- extols Sony's Laser Link connection and "Spoon," where a Handycam takes the place of a daily dose, touts its 12-hour battery. Like the "Bats" ad, copy is sharp and doesn't get bogged down in techno-speak. "Shoot the best images, and only remember to repeat the dose every 12 hours," reads the "Spoon" ad.

Del Rivero Messianu: "Mantengase Fresco"

Del Rivero Messianu, Coral Gables, Fla.

Creative Directors: Luis Miguel Messianu, Jose Luis Villa

Art Director: Jose Luis Villa

Another simple statement, this house ad was a visual pun that works in any language. The title -- literally "Keep fresh" -- can apply to the client consuming the product or an invitation to the creatives themselves to keep the work fresh. No need to worry, there are no canned ideas here, just a simple, edgy graphic. But it's enough to make you ask "Who are these guys?"

Volkswagen Beetle: "Parranda"

Del Rivero Messianu, Coral Gables, Fla.

Creative Director: Jose Luis Villa

Art Director: Luis Lozada

Copywriter: Christian Reslen

"It wasn't dead . . . it was out partying," says this ad for the return of the Volkswagen Beetle, a good appropriation of the campaign by Boston-based Arnold Communications. The ad adapts the Beetle comeback campaign, complete with the white background and, untranslated, the "Drivers Wanted" tagline. But the ad has a definite Puerto Rican flavor, from using the old "Volky" nickname for the Beetle, to the colloquial "parranda" to mean party.

Forma Vital: "Globo"

Dieste & Partners, Dallas

Creative Director: Aldo Quevedo

Art Director: Chris Sendra

Copywriter: Javier Guemes

Photographer: Santiago Alanis

Illustrator: Nancy Cruz

It doesn't get any more simple than this: see the big red balloon, see the little silver push pin. It's a weight loss center, get it? If it has a fault, it may be that it is too simple. It makes it look easy, but there was a creative mind at work behind its design. The red balloon stops the viewer on the page, and the push pin completes the visual pun while it draws the eye to the advertiser's name and phone number. Clear, simple and to the point, this one was a big favorite of the creatives in the jury. It's proof that a little wit can do

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