Hispanic Creative Ad Awards 2008

Newspaper Winners

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SILVER WINNER: TIDE CAMPAIGN: "MANCHON" ("STAIN")
Manchon
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Manchon
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Client: Procter & Gamble Co.'s Tide
Agency: Conill
New York

Building on the insight that women feel one stain can ruin an entire garment, Conill filled a newspaper page with a glossy, richly colored, spattered stain, dramatizing Tide's role as savior. P&G did multiple executions, each a different color.

SILVER WINNER: "TESTICULOS"
Testiculos
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Client: ESPN Deportes X Games
Agency: LatinWorks
Austin, Texas

Extreme sports apparently require extreme testicles. This ad for ESPN Deportes' coverage of the X Games takes the form of a medical illustration of male organs. All are apparently in proportion except the outsize testicles. The tagline: "See a different race of athletes at EXPN.com."

SILVER WINNER: TIDE CAMPAIGN:
"ANGELITOS"
Angelitos
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Angelitos
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Angelitos
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Client: Procter & Gamble Co.'s Tide
Agency: Conill
New York

Tide has become so well-known as a stain fighter that its ads no longer need words. P&G's research found that Hispanic women find stains evil and frustrating. So Tide dispatches a few cherubs to fly away with the dripping stains and guard Hispanic women 18 to 49 against stains and the anxiety they cause.

BRONZE WINNER (PUERTO RICO): "ZAPATOS ROJOS" ("RED SHOES")
Zapatos Rojos
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Client: Amnistia Internacional Puerto Rico
Agency: JWT
San Juan, Puerto Rico

This ad showing a young girl in an adult's red high heels highlights the problem of sexual exploitation of children, one of the issues Amnesty International is concerned about.

BRONZE WINNER (PUERTO RICO): TOYOTA PROMO CAMPAIGN:
"PERRO," "PON," "ABOCHORNADOS"
Perro
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Pon
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Abochornados
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Client: Toyota
Agency: Badillo Nazca Saatchi & Saatchi
San Juan, Puerto Rico

You should know it's time to get a new vehicle when your dog refuses to enter the car ("Perro") and your friends are so embarrassed to be seen in it that they hide their faces ("Abochornados"). The ads' message is reassuring: "It's not you; it's your car." And take advantage of Toyota's great seasonal promotions.

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