Hispanic Creative Advertising Awards

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Advertising age's second annual Hispanic Creative Advertising Awards highlighted the prominence of radio as a Hispanic medium with a clever, fast-paced radio commercial for Continental Airlines as the judges' favorite for Best of Show. Created by Bromley Communications, San Antonio, Texas, the pun-filled "Poker" radio ad promoting the airline's extensive network helped make Bromley this year's creative star. The agency picked up gold awards in the TV and magazine categories for Burger King and Procter & Gamble Co.'s Crest toothpaste, as well as another gold, two silvers and a bronze, for the agency's radio work. Bromley received the only award granted in the outdoor category, for BP Amoco.

Bromley won Best of Show last year after scoring the top prize for Procter & Gamble Co.'s Charmin Ultra commercial "Singing."

Other big winners were Del Rivero Messianu Advertising, Coral Gables, Fla., and Dieste & Partners, Dallas. Del Rivero picked up four silver awards and a bronze for work on McDonald's Corp., Volkswagen of America, financial Web site Consejero.com and anti-smoking PSAs for the Florida Department of Health's Anti-Tobacco Project. Dieste's entertaining TV and radio commercials for Home Box Office were rewarded with gold and silver, and Dieste won another gold for a TV spot for the Condom Awareness Campaign.The competition is held in cooperation with the Association of Hispanic Advertising Agencies. This year's winners were honored at an awards ceremony on Sept. 16 at AHAA's annual conference in Newport Beach, Calif.

The panel of judges included several natives of Argentina and other Latin American countries who were relatively new to the U.S. Hispanic market. More accustomed to creating general-market ads in their own countries than niche Hispanic ads with budget and other constraints, they tended to be critical of the overall creative standard of U.S. Hispanic advertising (see story on S-1).

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