Hispanic Creative Ad Awards 2008

Radio Winners

Published on .

GOLD WINNER: ESPN DEPORTES UEFA CHAMPIONS LEAGUE CAMPAIGN:
Client: ESPN Deportes Radio
Agency: LatinWorks
Austin, Texas
MARKETING CHALLENGE: ESPN Deportes wanted to remind ardent soccer fans that the TV sports network owns the exclusive transmission rights to the Union of European Football Associations' Champions League, featuring Europe's top soccer clubs or -- as soccer experts know, the world's most "correct" or "proper" soccer.

CREATIVE SOLUTION: Since the target audience is familiar with the Champions League and UEFA, the message focused on building momentum around European soccer as the world's best. LatinWorks selected a series of typical Latin American soccer anthems and chants -- which tend to be racy and vulgar -- and rewrote the profane words. In the spot "Y Ahora Qu�," the word "balls" becomes "the sacs that contain the scrotum that produces sperm and testosterone." In "Cabaret," a "whore" is politely described as a "socially marginalized person." All three spots end with the tagline: "Expect the most proper soccer. The UEFA is coming."

~Laura Martinez


Advertising Age Embedded Player

NOT FOR PREROLLS

NOT FOR PREROLLS

Client: Muscular Dystrophy Association
Agency: JWT
San Juan, Puerto Rico
MARKETING CHALLENGE: The Muscular Dystrophy Association needed to communicate, in a simple yet effective way, that the disease progressively weakens and degenerates muscle and can affect anyone at any age. Instead of simply describing the disease's symptoms or causes, the group wanted to illustrate how sufferers lose their ability to do things most people take for granted, such as following a simple daily routine.

CREATIVE SOLUTION: JWT created a deeply moving 30-second radio spot in which a man narrates his morning routine ("I get up, I take a shower, I get dressed, I have my breakfast ..."). That list is repeated over and over, but with each repetition, a woman's voice takes over one more of the man's tasks, until she's performing all of them ("I get him up, I dress him, I give him breakfast ..."). The message, that muscular dystrophy changes your life and that of everyone around you, is heartbreakingly clear.

~Laura Martinez


NOT FOR PREROLLS

Client: Cadbury Adams' Dentyne
Agency: Vidal Partnership
New York
To illustrate Dentyne's theme "The most interesting things are said up close" -- which makes it important to have fresh breath -- Vidal sets up situations where one person tells another a salacious story. Then he or she leans in close to whisper the lurid details, leaving the radio listener out.


NOT FOR PREROLLS

NOT FOR PREROLLS

NOT FOR PREROLLS

Client: Volkswagen of America
Agency: Creative on Demand
Miami
Volkswagen vehicles are so wonderful that their owners sing to them passionately. The VW singer-drivers in these spots include a university student and a lawyer, who praise the wonders of their respective automobiles, including their chassis, tires, soft seats, remote controls, anti-theft alarms and engines. Spots end with tagline: "It's a matter of love."


NOT FOR PREROLLS

NOT FOR PREROLLS

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