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Miller Brewing Co.'s Miller Genuine Draft: "Yo Tengo Amigos"

Wieden & Kennedy, Portland, Ore.

Creative Directors: Jerry Cronin, Vincent Engle

Copywriter: Rosario D. Coarza

Producers: Cameron Shaw, Flavio Morales, Scott Armstrong

Production Company Producer: Alonso

Zevallos, AZ Productions

In a medium where advertisers are still yelling for attention, Miller went in the opposite direction and hit a bull's-eye with its young male target.

A mumbling, rambling Gen X male tries almost too hard to prove he has enough friends. See, Miller is giving away a wide screen TV and a viewing party for the World Cup to a lucky guzzler and 20 of his closest friends.

"I have a lot of friends," the young man says, but starts to fade after spouting three or four names, so he begins to scour the neighborhood for prospects.

"The dude at the corner store -- he's a friend. Every time he sees me, he says, 'Hi,' we chat. You know about the prices . . ." he drones.

The judges couldn't stop chuckling, perhaps with the shock of recognition.

One could almost picture the lonely slacker, tall one in hand, crashed on his living room couch. If there had been an individual prize for talent performance, Miller's hapless hero would have won hands down.

It was all done in perfect pitch: the speaker's sheepish monotone, the mambo-lite background music and the all-too-reassuring announcer who promises, "If you don't have 20 friends, hey, win the contest and you soon will."

Honorable Mentions:

L.A. Cellular: (AT&T Wireless) "Beethoven"

La Agencia de Orci & Asociados,

Los Angeles

Creative Director: Francisco Letelier

Copywriter: Armando Pizarro

Producer: Jose Escobar

Production Company Producer: Alonso Zevallos and Selena Harris, AZ Productions

To demonstrate the clarity of its cellular phone service, L.A. Cellular presents two performances of Beethoven's Fifth Symphony: one by a full orchestra live from the Los Angeles Conservatory and the other, sung by an overenthusiastic caller "from the corner of La Brea and Santa Monica."

It's not the first time a phone company compares live music and a phoned-in performance, but the caller's delivery is both on-key and dead-on.

Cellular One: "San Valentin"

Marti Flores Prieto & Wachtel,

Puerto Nuevo, Puerto Rico

Creative Director: Juan Junoy

Copywriter: Jaime Altimira

Producer: Noro Sebastian

Production Company Producer: Alfa Recording

Another telecommunications company tries a new twist on a traditional theme: the multiple order.

This time, a lover calls the paging operator and sends a message: "My love beats only for you." As the operator prepares to hang up, he asks her to send the same message to another pager -- and another, and another, and so on.

"With a Cellular One beeper you will give a gift of unrivaled service to that special person," says the announcer, with a trace of irony.

Arizona Department of Health Services: "Mi Gordita"

Optimo Advertising, Phoenix

Copywriter, Producer: Marco Cardenas

Production Company Producer: MC Magic Entertainment

Toe-tapping Tejano music with a clever message makes you want to kick up your heels and kick the habit.

The spot takes traditional Tex-Mex music and adds words from a husband lightly begging his wife to quit smoking. "Look, look you're smoking again/ You promised to lay off that cigarette/ My poor, poor little children/ All that smoke has them dizzy/ My work clothes stink/ I want to kiss you but your mouth smells bad."

Humorous lyrics and bouncy music hit all the high spots -- health, family and second-hand smoke. They even work in the campaign's tagline, "Cuesta, apesta y molesta." (It costs, it stinks, it bothers.)

McDonald's Corp.: "Salao"

Lopito, Ileana & Howie,

Guaynabo, Puerto Rico

Creative Directors, Copywriters: Tere

Davila, A. De Jesus

Producer: J. Lanauze

Production Company: Post Audio Group

Another lovable loser promoting a sweepstakes, this time a McD's giveaway. This ad gets it name from the Puerto Rican slang term for "hexed" and gets its message across with broad humor and a high-voltage announcer.

As the sad sack becomes more emotional, the string section in the background swells as he sobs his thanks to McDonald's "because for the first time in my 37

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