Eventually, both Grand Prix trophies went to Omnicom Group's DDB Worldwide agencies, in Spain and Brazil. Although countries as small as Uruguay and Cuba participate, the FIAP festival is dominated by Brazil, Spain and Argentina and is a good indicator of which Latin TV and print ads will score at the International Advertising Festival in Cannes next month. After the U.S. and U.K., Brazil and Spain are usually top Cannes Lion winners.
This year's TV Grand Prix went to Madrid agency Tandem Campmany Guasch DDB for an imaginative Audi A4 car spot. In "Dreams," a collection of objects such as flashing headlights and swishing windshield wipers seem to signal their desire to be part of an Audi A4. The endline asks "And if things dreamed about having a better life?" (See Landmarks, P. 54)
DDB's Sao Paulo agency, DM9 DDB, won the print Grand Prix for an ad for the Clorox Co.-owned SBP insecticide that depicts a carnivorous plant pathetically holding a hand-lettered sign reading "Will work for food" as the insecticide has annihilated its food supply.
A Gold winner that will be a contender at Cannes is a Procter & Gamble Co. ad for Pringles by Grey Global Group's Grey Argentina, Buenos Aires, showing the potato crisp twisted into an infinity sign.
In TV, another Cannes Lion contender could be a Nike campaign from True North Communications' Giovanni FCB, Sao Paulo, which won a Gold for a spot featuring Esportistas Anonimos, an Alcoholics Anonymous-like group that tries to swear off exercise. Another strong Cannes contender could be Publicis Groupe's F/Nazca Saatchi & Saatchi, Sao Paulo, whose three TV Golds included a spot showing a man who recites ads to make his cell phone conversations affordable because he doesn't use Telemar's service, and a spot showing beer being bottled to a rhythmic beat at the Skol factory.
The show drew 5,615 entries of TV, print, radio and Internet ads, up 16% from last year.
Although U.S. Hispanic agencies entered 193 ads, they won just three awards, including the only Gold award for radio, for Interpublic Group of Co.'s Casanova Pendrill Publicidad, Irvine, Calif., for DirecTV. Dieste & Partners Publicidad, Dallas, took a Silver for an Anheuser-Busch spot and Uno Comunicaciones, also Dallas, won a bronze for Miller Brewing Co.