The awards are sponsored by Advertising Age and its sibling Crain Communications publication El Asesor, a Mexico City business weekly.
The spot, by Interpublic Group of Cos.' Lowe, Mexico City, features a young female doctor who turns the stethoscope on her own fast-beating heart after she gets close to her Axe-wearing patient.
El Asesor's Ad Age Best event drew 400 people, who gathered at a children's museum in Mexico City.
The Gold awards for outdoor and print media went to Coca-Cola and Nike, respectively, for soccer-oriented ads.
Penalty kick lineup
The Coca-Cola Export Corp.'s print ad mimics a soccer team's lineup before a penalty kick, when male players cover their genitals with their hands to avoid a crippling blow from an erratic kick. The ad, by Interpublic's McCann-Erickson Mexico, is for Coke's sponsorship of a male and female soccer tournament, so this lineup features a woman in soccer garb, covering her breasts instead.
For outdoor, WPP Group's J. Walter Thompson de Mexico used the street as media and chalked a soccer goal box around a street grating for Nike de Mexico.