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Hispanic Creative Ad Awards 2008

Beyond Hispanic Winners

A-B, One Show, Others Win Top Awards at Hispanic Marketing Awards

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GOLD WINNER: "LANGUAGE OF LOVE"
Client: Anheuser-Busch's Bud Light
Agency: LatinWorks
Austin, TX

MARKETING CHALLENGE: How do you simultaneously stay true to Bud Light's brand strategy, top last year's Super Bowl commercial and be all-inclusive?

CREATIVE SOLUTION: In a sequel to 2007's teaching-English-to-foreigners spot, comedian Carlos Mencia introduces a circle of multicultural male friends to the international language of love with hilarious results. America is an increasingly diverse society, and Hispanics, by virtue of their numbers and longevity in the U.S., can take the lead in smoothing the acculturation process for others.

"The Super Bowl is a unique moment when everyone sits down to watch commercials," says Sergio Alcocer, LatinWorks president. "You can show the life of foreigners to a mainstream U.S. audience and add spin with humor without offending." The men try to follow Mr. Mencia's sage advice but find it's a lot harder than they thought.

~Sherry Mazzocchi


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GOLD WINNER: "FLORIDA COALITION AGAINST HUMAN TRAFFICKING" CAMPAIGN:
"XXX," "GIRLS," "LIVE SHOW"
XXX
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Girls
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Live Show
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Client: Florida Coalition Against Human Trafficking
Agency: Marca
Miami

MARKETING CHALLENGE: Create awareness of a hidden problem: human trafficking.

CREATIVE SOLUTION: Chief Creative Officer Armando Hernandez wanted the ads to stand out from traditional black-and-white public-service ads. "Human trafficking is a problem in plain sight, but people are not looking. Slavery exists in the U.S.," he says. "The use of children is a dark secret."

Outlining that secret in blazing neon caused the ads to be rejected by traditional outdoor-media companies for being too provocative. "Amazing when you consider what's already out there," Mr. Hernandez says. The agency resorted to wild postings in area supermarkets and local neighborhoods. Images of children clutching teddy bears next to lurid sex signs deliver an emotional wallop. The Florida campaign went national and won worldwide accolades.

~Sherry Mazzocchi

SILVER WINNER: ONE SHOW CAMPAIGN:
"HARLEY," "TIMEX," "NIKE," "CRAZYWORLD"
Harley
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Timex
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Nike
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Crazyworld
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Client: One Show
Agency: La Comunidad
Miami

La Comunidad did a set of clever print ads that recognize the difficulty of the creative process -- i.e., trying to create expansive, lyrical ads from a cubicle while staring at the ceiling and your watch. Tagline: "If you don't deserve an award, who does?"

Client: One Show
Agency: La Comunidad
Miami

With this call for entries for the prestigious One Show awards, La Comunidad speaks straight to creatives with the theme "If you don't deserve an award, who does?" It's not like a creative team's life is easy. In one spot, the pair is attacked by a bear in their own office as a supervisor tells them to get going on that fabric softener campaign. In another, the poor creatives are told to do an ad for a specific demo that is male, female, young, old, blue and white collar -- and loves sports. The third spot is a twist on the clich´┐Ż of the client's wife nixing a campaign everyone else liked.


NOT FOR PREROLLS

NOT FOR PREROLLS

NOT FOR PREROLLS

BRONZE WINNER: ONE SHOW CAMPAIGN:
"BEAR," "TARGET," "WIFE"
BRONZE WINNER: "FLYING FRY"
Client: McDonald's Corp.
Agency: iNSPIRE!
Dallas
In a spot that looks a lot like a YouTube video, two teenage boys recognize the potential of fries as an extreme sport as they toss and catch them in their mouths from increasingly competitive distances. Production work and camera angles give the spot a contemporary edge as the urban scene shifts from skateboarding park to playground to parking garage escalator. The brand engages a skateboarding culture in a fresh and spontaneous way. (Also won in Bicultural/English-speaking Hispanic.)


NOT FOR PREROLLS

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