|GOLD WINNER: "LANGUAGE OF LOVE"||
Client: Anheuser-Busch's Bud Light
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.
ONE SHOW CAMPAIGN: |
"HARLEY," "TIMEX," "NIKE," "CRAZYWORLD"
Client: One Show
Agency: La Comunidad
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?"
ONE SHOW CAMPAIGN: |
"BEAR," "TARGET," "WIFE"
|BRONZE WINNER: "FLYING FRY"||
Client: McDonald's Corp.
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.)
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