But as the judges foraged through this year's Golds and started debating the merits of their favorites, Grupo Gallegos' "Ketchup" commercial for Comcast Corp. kept coming up.
The 30-second TV spot pitching Comcast's Triple Play package features a young man and his grateful wallet, which makes a bizarre leap off the table at a diner to shield his impeccable white shirt from being stained by flying ketchup. The point is simple and quick: At $33 per month, this deal is so fantastic that your wallet will be forever appreciative.
"Ketchup" competed with other Gold winners including whimsical California Milk Processor Board spots, also by Grupo Gallegos, and comedian Carlos Mencia's hilarious efforts to teach immigrants how to ask for -- and defend -- their Bud Light in English in LatinWorks' Super Bowl spot "Class."
"Retail advertising is a very different animal. You have to keep the promotion at the center of the message, and this usually doesn't leave much room for the creative," says Aldo Quevedo, president-chief creative officer at Dieste Harmel & Partners, Dallas, and president of this year's awards jury. "[Gallegos' creative team] not only managed to put the promotion as the center of the ad; they also came up with a great, simple idea: that a wallet is so grateful it sacrifices itself for you."
That rising to the challenge in crafting a creative promotion also won the vote of fellow judge Andr�s Ord��ez, VP-creative director at Zubi Advertising, Coral Gables, Fla. "Creatives don't get too excited about 20-10s," Mr. Ord��ez says, referring to spots that devote 20 seconds to the creative idea and require 10 seconds for the cut-price or buy-one-get-one-free type of promotional pitch.
"It's very hard to win anything in festivals with these types of commercials," he says. "[The agency] has taken the creative spin of a promotion to another level."