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Hispanic Creative Ad Awards 2008

TV Bronze Winners

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BRONZE WINNER: "PRINCESS"
Client: Hyundai
Agency: LatinWorks
Austin, Texas
Category: Automotive

A young girl finds a frog in the woods and kisses it. The frog becomes a handsome prince but tells her she's "still too young" for him. The girl kisses him back into frog form. Back in the car, she asks her mom when she will be a grown-up and is told, "It will take time for that." The girl smiles and puts the frog back in her pocket. The tagline: "10 years/100,000 miles guarantee."


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BRONZE WINNER: "BUTTON"
Client: American Honda Motor Co.'s Accord
Agency: La Agencia de Orci
Los Angeles
Category: Automotive

Told from the viewpoint of a button, its life is sadly stifled by a firmly knotted corporate tie and it sees only a sliver of life. That all changes when the shirt's wearer buys a totally redesigned 2008 Accord and loosens up. Now the happy button can finally fully experience life. The spot ends: "Feel free."


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BRONZE WINNER: CAMPAIGN: "BRUJA," "ELFO"
Client: California Milk Processor Board
Agency: Grupo Gallegos
Long Beach, Calif.
Category: Food

The spots pitch two important, and not always obvious, benefits of milk: In "Bruja" (see Gold winner), a wicked witch terrorizes an entire town once a month with mean deeds like turning people into pigs. Until she starts drinking milk and the calcium reduces her premenstrual symptoms. In "Elfo," the town's elf is compelled to drink milk every night to stop him from setting off a chain reaction of noise across the town. Why? The protein in milk helps improve the quality of sleep.


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Client: Hershey Co.'s Ice Breakers Cubes
Agency: Dieste Harmel & Partners
Dallas
Category: Food

At a jewelry store, a young couple has to choose between a big, expensive engagement ring and a smaller diamond. The girl -- and the salesman -- both prefer the big rock. The fiance talks her into changing her mind. She craftily offers him an Ice Breaker, and while he's distracted by the explosive refreshment, she grabs the expensive ring.


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BRONZE WINNER:
CAMPAIGN: "LABELS -- HECHO EN," "LABELS -- SABOR A"
Client: Winn-Dixie
Agency: Zubi Advertising
Miami
Category: Food

Winn-Dixie's twin spots, featuring quick shots of products made in or native to Spanish-speaking countries, stress the idea that the Florida grocery chain caters to Latin culture and stocks the "flavor of your country."


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BRONZE WINNER: "TOWEL"
Client: Procter & Gamble Co.'s Downy
Agency: Winglatino
New York
Category: Household Products

A young boy on the beach plays with a red towel, which he dons like a superhero cape. He runs around, looking proud and happy, as if the world belongs only to him. Pitching the new Downy fabric softener, the spot ends with the tagline: "It is not what you wear but how you feel it."


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BRONZE WINNER: "BUS STOP"
Client: Greyhound
Agency: Grupo Gallegos
Long Beach, Calif.
Category: Travel

Two women embracing in front of a bus is familiar image of the goodbyes shared before departure. Except after they say a warm goodbye, they part ways -- and both turn away from the bus. Two men get off the bus and follow suit, driving home Greyhound's message that with fewer stops, you get to know your fellow passengers a lot better, as well as having a faster journey.


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BRONZE WINNER: "BACKWARD"
Client: Domino's Pizza 30 Minutos
Agency: LatinWorks
Austin, Texas
Category: Retail/Fast Food

What can you do in 30 minutes, the longest you'll have to wait for a Domino's pizza? For a young man, half an hour is enough to learn how to do things differently, such as spelling words backward and clapping backward. When his Domino's pizza arrives, the man laughs -- backward -- as he closes the door on an astonished delivery boy.
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BRONZE WINNER: "PIGGY BANK"
Client: Domino's Pizza 444 Deal
Agency: LatinWorks
Austin, Texas
Category: Retail/Fast Food

A party is in full swing, and one of the hosts is asked to chip in for pizzas. During the 30-minute wait for delivery, he reminisces about moments he's spent with his beloved piggy bank, his companion since childhood. Tearfully, he breaks the little bank only to realize there was no need for it: His friends ordered Domino's bargain cuatro cuatro cuatro deal. "Got $4? You got a pizza."


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BRONZE WINNER: "PI�ATA'S REVENGE"
Client: Mun2
Agency: In-house
Category: Self-Promotion

This promotional spot for Mun2, the mostly English-language cable channel that's part of NBC Universal's Spanish-language TV network Telemundo, starts, "Mun2 presents Pi�ata's Revenge." After urban kids bash a pi�ata to smithereens, the tables are turned and the kids are pursued by killer pi�atas, who dangle them, pi�ata-like, from the rafters.


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BRONZE WINNER: "E-MAIL"
Client: Time Warner Cable
Agency: Winglatino
New York
Category: Technology/Communications

A man struggles to shove two odd-looking characters out the door to no avail. His wife asks if he was able to send an e-mail to her mom, and we realize that what he's trying to push out the door is an e-mail and its attachment. Sending attachments speedily wouldn't be an issue, of course, if he signed up for Time Warner Cable's fast connection.


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BRONZE WINNER (PUERTO RICO): "LA MANO"
Client: Mendez & Co., Heineken Premium Light
Agency: JWT
San Juan, Puerto Rico
Category: Alcoholic Beverages

A man's hand is the star in this Heineken spot. The hand walks us through its successful career as a hand model in TV spots for all kinds of products, from detergents and cellphones to car cleaners and butter. Like any actor, this hand has always hoped for one big break. That glorious moment arrives when the hand wins the role of a lifetime, picking up a freezing cold Heineken Premium Light from a bucket of ice.


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BRONZE WINNER (PUERTO RICO):
CAMPAIGN: "AVISPAS," "COPIONES," "EL UNICO"
Client: Toyota Motor Sales USA's Scion
Agency: Badillo Nazca Saatchi & Saatchi
San Juan, Puerto Rico
Category: Automotive

Scion's charming campaign features cute little green extraterrestrials, catchy music and a message about individualism. In "Avispas" ("Wasps") the little green guys are attacked by red wasps and mutate into a green-and-red colored wasps. One of them discovers an antidote and injects all his fellows, then decides not to change himself back to green. The tagline is "It took you a lot of work to be you." (See "Copiones" below.)


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BRONZE WINNER (PUERTO RICO): "COPIONES"
Client: Toyota Motor Sales USA's Scion
Agency: Badillo Nazca Saatchi & Saatchi
San Juan, Puerto Rico
Category: Automotive

This was the judges' favorite in Scion's "It took a lot of work to be you" campaign about individualism. One bored little green extraterrestrial finds a can of spray paint and transforms himself into a swaggering little orange guy, proud to be different. The next day he's dismayed to find all the extraterrestrials covered in orange spray paint. He reverts to green and is happy again as the only green guy.


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