Beyond Hispanic Winners

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GOLD WINNER: "CLASS"
Client: Anheuser-Busch Bud Light
Agency: LatinWorks
Austin, Texas
A jury favorite, this spot debuted during the Super Bowl with popular comedian Carlos Mencia instructing a classroom of immigrants how to ask for a Bud Light in English. He also teaches them to defend it: If someone asks for your Bud Light, the correct response is "No speak English." In heavy rotation on English-language TV, this is a commercial for everyone.


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SILVER WINNER: "COWBOYS"
Client: Chicago Latino Film Festival
Agency: Lapiz
Chicago
In a "Brokeback Mountain" parody, two cowboys lean awkwardly on a fence. One tries to kiss the other and is shoved away. The phrase "This is not Hollywood" appears on screen, along with the name of the Chicago Latino Film Festival.


NOT FOR PREROLLS

SILVER WINNER: "BIN LADEN"
Bin Laden
Client: Katrina Foundation
Agency: La Comunidad
Miami
La Comu uses an unusual comparison to effectively make the point that New Orleans needs your help because the government has neglected the city post-Katrina. The headline: "Bin Laden would be smart to hide where the U.S. pays the least attention: New Orleans."

BRONZE WINNER:
"THE CLEANING HUNK"
The Cleaning Hunk
Client: Xtra Pine
Agency: Ole
New York
Hearing that women sometimes e-mail racy pictures to their friends, Ole invented the Cleaning Hunk to promote little-known Xtra-Pine cleanser. There was a prize�a free cleaning service for a year�but the real treat was the viral e-mail and website letting housewives choose a hunk who loves to clean their house, with the music (Latin?) and costume (Gladiator? Construction worker?) of their choice. Then he strips.

BRONZE WINNER:
"I DON'T," "LEAVE THE BRIDE,"
"WHY WAIT" CAMPAIGN
I Don't

Leave the Bride

Why Wait
Client: 1-2-3 Divorce
Agency: Dieste Harmel & Partners
Dallas

Hispanic agencies are increasingly taking on assignments that target the general market, too, like this campaign for a divorce attorney that plays on the best-known phrases used during weddings and twists them from expressions that promote a union to the opposite meaning, like "I don't" and "Why wait 'til death do you part?"

BRONZE WINNER: PICTURE IN PICTURE:
"SWIMMING POOL," "CHURCH,"
"SCHOOL BUS" CAMPAIGN
Swimming Pool

Church

School Bus
Client: Katrina Foundation
Agency: La Comunidad
Miami

This heart-rending fund-raising campaign by the Katrina Foundation for Recovery superimposes pictures of the pleasant life people once lived on the spot where there's only devastation now. The white wood-frame church, the school bus and the swimming pool are gone, replaced by rubble. The message: "Together we'll bring the spirit back."

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