TIDE WORK TOSSES IN HISPANIC IDIOMS THAT STOP VIEWER AND MAKE STRONG CASE FOR ADAPTED ADS: OUT OF HOME

Published on .

Procter & Gamble Co.'s Tide:

"Servilleta -- Napkin" and "Salsa"

Conill Advertising, New York

Creative Director: Mariano Favetto

Art Director: Gustavo Sanchez

Copywriter: Roberto Pedroso

This campaign adapted the Tide work done by Saatchi for the general market, but threw in Hispanic idioms, topics and even an old-time saw.

"Salsa is meant to be danced, not worn," reads one. "Why do you need a napkin, when you have a t-shirt?," says another, which makes a play on the Spanish words servilleta (napkin) and camiseta (t-shirt). A third, not featured in the final judging, uses the rhyme, "De la cuchara a la boca, se cae la sopa," ("From the table to the mouth, the soup spills out"), an old saying used to teach children table manners.

The campaign adapted general market work effectively, without merely translating copy. It has the same smart tone as the English-language ones, but it was undoubtedly created for the Hispanic market.

Honorable Mention

L.A. Cellular: "Libertad de Movimiento"

La Agencia De Orci & Asociados, Los Angeles

Art Director: Lupe Marmolejo

Creative Director: Francisco Letelier

Copywriter: Armando Pizarro

..

This transit ad wrapped the backs of buses with faux-windows, complete with a silhouette of a passenger using a cell phone.

"Somebody in here is warning he'll be late," says one. "Somebody in here is negotiating his first car," says the other.

It is a clever concept that demonstrates the efficacy of a cellular phone just when you're otherwise indisposed. Anyone stuck in traffic behind a bus carrying

In this article:
Most Popular