Hispanic Creative Ad Awards 2009

TV Gold Winners

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Papas Campaign

MARKETING CHALLENGE: New Tecate Light beer had to stand out to Mexican-Americans in a crowded light-beer market.

CREATIVE SOLUTION: Mexican immigrants shouldn't be drinking light beer!

"What the hell happened to you? You crossed the border and lost your sense of taste," Carlos Boughton, brand director for Tecate equity, describes the approach.

Adrenalina's creative director, Paco Olavarrieta, came up with the device of a photo a son has sent his parents from the U.S. of himself drinking light beer. The parents, seated in their living room, hold up the picture and rant sorrowfully about their son's poor beer choices in four entertaining spots. Will he drink melon margaritas and wear silk stockings next? Each spot ends with the father saying if he has to drink light beer, at least drink Tecate Lite, which has flavor.

-- Laurel Wentz

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Client: California Milk Processor Board
Agency: Grupo Gallegos, Long Beach, Calif.
Category: Grocery products

MARKETING CHALLENGE: How do you increase consumption of a product with universal penetration, and add a fresh spin to an ongoing campaign?

CREATIVE SOLUTION: Fairy tales. Stuck with a daughter who has a mass of writhing snakes for hair, the desperate king offers her hand to anyone who can end her bad hair days. A procession of snake charmers and men with scissors, huge brushes and various weapons are trumped by a peasant with a cow who offers the princess a glass of milk. The coiled snakes untangle into healthy, lovely hair.

Research found Hispanic moms know milk builds strong bones and teeth, but are less aware it strengthens hair and can alleviate PMS, so ads focused on those benefits. In tracking studies, the number of Hispanic homes buying more than two gallons of milk weekly rose from 66% in 2008 to 75% this year. Separately, the spot "Sad Princess" touting milk's anti-PMS benefits won a Silver prize.

-- Laurel Wentz


Client: Cadbury Adams
Agency: JWT, San Juan, Puerto Rico
Category: Grocery products

MARKETING CHALLENGE: Cadbury wanted to recreate in Puerto Rico the U.S. positioning of Stride gum as absurdly long lasting.

CREATIVE SOLUTION: As a young man is about to depart for college, his father calls him upstairs to present him with something important that has been part of the family for generations. "Your great-grandfather passed it on to my father; my father passed it on to me ... and now I'm giving it to you," says the father. What is this family heirloom? He spits out his chewing gum, and hands it to his son. Visibly moved, the son accepts the gum, starts chewing it, and warmly embraces his dad.

"It is a ridiculous situation, but it gets to be emotional," says Jaime Rosado, VP-regional creative director for Puerto Rico and the Caribbean at JWT, San Juan. "We wanted to tap into the idea of a ridiculously long-lasting gum, but without making you laugh from the very beginning."

-- Laura Martinez


Client: Partnership for a Drug-Free America
Agency: Lapiz, Chicago
Category: Public Service

MARKETING CHALLENGE: The anti-drug group changed its strategy from emphasizing the role of parents to that of peers in preventing drug abuse, after research found kids just don't pay as much attention to their parents as they do to brothers, cousins, neighbors and other peers.

CREATIVE SOLUTION: The new peer-targeted strategy was used first in the U.S. Hispanic market, where Lapiz is one of a group of Latino shops that rotates duties on these public service messages. In "Text," words are typed one-by-one against a blank screen. The first word to appear is "Drogas." Followed by "Hermano" ("Brother). More words are typed in between "Drogas" and "Hermano." The final message reads "Drugs. The more you talk about their dangers, the more you distance them from your brother."

Jury president Mike Alfonseca describes the all-type "Text" as "brilliant, compelling, simple and, most of all, true."

-- Laurel Wentz