Cannes 07

U.S. Hispanic Shops Leave Cannes With Two Awards

Grupo Gallegos and LatinWorks Each Win Bronze in the Film Category

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CANNES (AdAge.com) -- U.S. Hispanic agencies won awards only in the Film category with a Bronze each for Grupo Gallegos and LatinWorks at the Cannes Lions International Advertising Festival last week.
Bathed in blue light at the Cannes closing gala at the Carlton Hotel, Grupo Gallegos executives celebrate a Bronze Film Lion win: (l to r) Juan Oubina, Curro Chozas, Saul Escobar, John Gallegos and Favio Ucedo.
Bathed in blue light at the Cannes closing gala at the Carlton Hotel, Grupo Gallegos executives celebrate a Bronze Film Lion win: (l to r) Juan Oubina, Curro Chozas, Saul Escobar, John Gallegos and Favio Ucedo. Credit: Rebbeca Marshall

Super Bowl spot
The winner from Omnicom Group-backed LatinWorks, Austin, Texas, was for an Anheuser-Busch spot, "Classroom," that ran in the Super Bowl. In the spot, comedian Carlos Mencia is teaching a class of immigrants how to order a Bud Light in English.

Grupo Gallegos, an independent agency in Long Beach, Calif., won its Bronze for a spot for the California Milk Processor Board's Spanish-language "Got Milk" campaign, "Toma Leche." Each commercial in the campaign is set in a different town with some peculiarity related to the benefits of drinking milk. "Law of Gravity" takes place in a town where gravity doesn't work very well. Inhabitants are likely to go up in the air, or crash to the ground, so it's fortunate they have strong bones from drinking milk.

U.S. Hispanic agencies are doing increasingly well at regional Latin ad festivals like FIAP, El Ojo, El Sol and El Festival Caribe. The Cannes Lions -- where fewer than 1% of the 24,000 entries are winners and just 10% make the shortlist -- is by far the toughest festival and two Lions is considered a good performance. Five of the film entries submitted by Grupo Gallegos made the film shortlist at Cannes.

A win for Argentina
La Comunidad, an independent shop with a U.S. Hispanic agency in Miami and an office in Buenos Aires, won a Film Gold for an independent film festival, but the spot was done in Argentina for an Argentine client, and so counted as part of Argentina's very impressive nine-Lion performance in the film contest.

At Cannes, Grupo Gallegos creatives followed standard operating procedure for award winners -- and everyone else -- leaving on early Sunday morning flights: they simply stayed up all night. After the gala closing dinner at the Carlton hotel's beach, the executives wandered up to the Carlton terrace, which closes at 2 a.m., then moved on to the infamous Gutter Bar before piling into two taxis to the Nice airport at 5:30 a.m. (Even bleary-eyed festival-goers were somewhat excited to see actor Ted Danson on the 7:30 a.m. flight to London, a popular connection for Americans.)
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