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advertising age's first Hispanic Creative Advertising Awards are topped by Best of Show Procter & Gamble Co.'s Charmin Ultra "Singing" commercial. Handled by Bromley, Aguilar & Associates, San Antonio, Texas, the commercial was given high marks by judges for creativity. It was also the winner of the toiletries category.

The competition, modeled on the annual Ad Age Best Awards, is sponsored in cooperation with the Association of Hispanic Advertising Agencies.

Del Rivero Messianu Advertising, Coral Gables, Fla., led all agencies by creating eight award-winning executions in two of the five media categories, including the Best of Magazine accolade for "Bats" touting Sony Corp. of America's Handycam Vision. The agency also scooped four of six honorable mentions in the magazine category.

Clever wordplay on the dual meaning of salsa by New York-based Saatchi & Saatchi's Conill Advertising won the out-of-home category for P&G's Tide With Bleach.

Radio plays a bigger role in Spanish-language advertising than in general market campaigns. Twenty-three percent of the 600-plus entries were in the radio category, a higher proportion than in English-language competitions.

In general, most of the winning agencies were specialized Hispanic shops, based in California, Florida, Illinois, New York, Texas and Puerto Rico.

Puerto Rican agency Lopito, Ileana & Howie won five awards, followed by Bromley and Conill with three each.

Telephone service inspired some of the funniest, most competitive TV and radio commercials. Humorous ads for Cellular One, Collect en Espa¤ol and Bell Atlantic Corp. were technology/communications winners.

Staff for this report: All awards category reviews written by Mercedes M. Cardona, reporter; introduction by Laurel Wentz, AA International editor. Editors: Mike Ryan, Special Reports editor; Nancy Coltun Webster, deputy editor; Sheree R. Curry, associate editor; and Robert Goldsborough, Special Projects

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