Hispanic Creative Ad Awards 2008

What Judges Want: Ads That Resonate in Market

Humor Counts, of Course, but Keeping the Message Clear Is Most Important

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THE HISPANIC CREATIVE ADVERTISING AWARDS JUDGES
Juan Carlos Rodriguez
JUAN CARLOS RODRIGUEZ
Jury president and chief creative officer, Badillo Nazca Saatchi & Saatchi
A favorite ad:
Toyota Corolla's "Is That the Lineman?" by Conill
Armando Hernandez
ARMANDO HERNANDEZ
Chief creative officer, Marca Hispanic
A favorite ad:
Cyloop's "Pants" by La Comunidad ("It's very insightful humor, and the line 'Musicians don't live long' I think is brilliant.")
Gilbert Davila
GILBERT DAVILA
VP-multicultural marketing, Walt Disney Co.
A favorite ad:
American Honda Motor Co.'s "Venta" by Concept Caf
Gustavo Asman
GUSTAVO ASMAN
Chief creative officer, Winglatino
A favorite ad:
Global Tax campaign by Elevation ("It deals with arguably the hardest brief of the reel in a great way. It is well-executed, stands out, and I like that it's simple and easy to get without being boring or nave.")
Gustavo Perez
GUSTAVO PEREZ
Director of marketing-Sierra Mist, Pepsi-Cola Co.
A favorite ad:
"Heineken City" by JWT, San Juan ("A great interactive campaign and excellent use of media.")
Patricia Romero
PATRICIA ROMERO
National manager-multicultural marketing, Hyundai Motor America
Sergio Alocer
SERGIO ALOCER
President-chief creative officer, LatinWorks
A favorite ad:
Toyota Corolla's "Is That the Lineman?" by Conill ("It opens new territory for creativity in our market that has been so focused on 30-second TV spots. It shows that a good idea is a good idea in any medium.")
Tony Gerst
TONY GERST
VP-multicultural business team, Clorox Co.
A favorite ad:
Partnership for a Drug-Free America's "Sent" spot by Prime Access and spots for rapper Pitbull's "La Esquina" show on Mun2, created in-house.
THE INTERACTIVE CATEGORY JUDGES
A separate three-person jury judged the interactive entries. That jury included an executive creative director from a general market digital agency, the digital planning director from a Hispanic agency, and the programming head of an online portal.

Mauro Alencar
MAURO ALENCAR
Exec VP-executive creative director, Publicis Modem
A favorite ad:
T-Mobile Sidekick "Karate," a video-game-like banner by Conill that lets you choose different martial arts kicks, but only the "sidekick" is a winner. ("It was funny, well-executed and delivered the message in a really cool way.")
Ariana Stolarz
ARIANA STOLARZ
Associate digital planning director-direct and digital marketing, Vidal Partnership
A favorite ad:
Toyota Scion Puerto Rico's "Autodanz" by Nobox Marketing Group cleverly introduces online a talented but fake singer-dancer troupe that only performs inside a car, a Scion.
Angel Sepulveda
ANGEL SEPULVEDA
Executive director of programming, Terra Networks USA
A favorite ad:
"Guiro Hero," JWT, San Juan's electronic Christmas card and can't-stop-playing-it parody of "Guitar Hero" ("It took me back to my roots and my days as a kid in Puerto Rico. The guiro is an instrument used back in my hometown especially during the holidays for the Parrandas [a kind of late-night serenades].")
THE DIRECT MARKETING CATEGORY JUDGE
The direct marketing category was judged by an expert in Hispanic direct marketing.

Michael Saray
MICHAEL SARAY
President, Michael Saray Hispanic Marketing
A favorite ad:
Qwest Communications' "La Aventura" mini-brochure by Aspen Marketing Services.

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