CANNES (AdAge.com) -- One U.S. Hispanic agency, LatinWorks, won a Lion at the Cannes Lions International Advertising Festival this year, with a silver award in the film competition for a spot for Mars' Starburst called "Llama."
In the commercial, a young man and a llama are face to face eating Starburst candy, and the camera cuts back and forth between them as man and llama chew in a very similar fashion. The llama swallows, and the young man unwraps another Starburst and feeds it to the llama. At the end of the spot, the llama puts a Starburst in the man's mouth, and the chewing resumes. The tagline is "Comparte algo jugoso" or "Share something juicy."
LatinWorks, based in Austin, Texas, and partly owned by Omnicom Group, was the only U.S. Hispanic agency to take home a Cannes Lion this year. One other agency, Interpublic Group of Cos.-owned Casanova Pendrill, Costa Mesa, Calif., had a commercial on the film shortlist for Unicef's Tap Project.
This year for the first time two U.S. Hispanic executives were judges at the Cannes Lions festival. Jose Molla, founder of Hispanic agency La Comunidad, Miami, was a judge for the outdoor Lions, and Monica Gadsbby, CEO of SMG Multicultural, Chicago, was on the media Lions jury.