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Hispanic Creative Ad Awards 2009

TV Silver Winners

Published on .

Client: One Legacy
Agency: Beans2beans, Studio City, CA
Category: Organ Donation

A worm rocks happily on a swing in an idyllic meadow. He's happy because he has so much food to eat, thanks to all the people who are buried there. This message flashes on the screen: "And you, who are you leaving your organs to? Thousands of people are waiting for a transplant." The judges found this spot an attention-grabbing way to approach a delicate topic.

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Client: Nationwide Insurance
Agency: Dieste, Dallas, Texas
Category: Financial Services

Jose Luis is a clone. He is treated like a scientifically-engineered imitation rather than an original, until he calls Nationwide to buy an insurance policy, and discovers that their policies are always tailored to the individual. Even if they're clones. Thanks to Nationwide, "I learned what personalization is," says a grateful Jose Luis, who goes on to appear on talk shows. Meanwhile, the elderly mad scientist who created him demands "Give me back my Jose Luis."


Client: Argentina New Cinema '08 Film Festival
Agency: Conill, Los Angeles
Category: Entertainment/Media

An Argentine actor must do repeated takes of a scene requiring him to exhibit extreme anguish. To keep his performance at a high emotional pitch, the off-camera director taunts him with bad soccer news: "Brazil has won three more World Cups than we have!""The other day, Chile beat us!" The spot ends with the words "Between World Cups, we make good movies."


Client: NFL
Agency: Vidal Partnership, New York
Category: Entertainment/Media

Vidal plays on the confusion of recent immigrants who grew up with the metric system and are bewildered by measurements like a yard. While showing his home to a friend, a man says his garden is 20 yards long, and the friend asks, "What exactly is one yard?" The passionate football fan responds: "One yard can be everything ... and nothing ... one yard can make you a hero. ... It's the difference between quitters and fighters." He halts in mid-rant, stretches out his arms and says more calmly "It's about this much." The spot ends with the tagline: "A passion called NFL."


SILVER WINNER: "Fujishock"
Client: Cine Las Americas
Agency: LatinWorks, Austin, Texas
Category: Entertainment/Media

In one of the multiple executions of this Latin film festival campaign, "Fujishock" is from a real speech by Juan Carlos Hurtado Miller, an economy minister under former Peruvian president Alberto Fujimori. He warns of sweeping economic changes affecting the prices of basic goods and services: "One kilo of sugar, which used to cost only 150,000 intis, will now cost 300,000 intis; French bread, which this afternoon cost only 9,000 intis, tomorrow will sell for 25,000 intis...May God have mercy on us." The spot ends with campaign's tagline: "If this is our reality, just imagine our films."


Routan Campaign
Client: Volkswagen of America
Agency: CreativeOnDemand, Miami
Category: Automotive

Volkswagen uses the managed mayhem of family trips to tell the story of the Routan as a comfortable, multi-feature car engineered with the whole family in mind. In "Spill," one kid spills a bottle of water on her brother, who strips off his wet clothes and stows them in a storage compartment. In "Frog," a frog escapes from its shoe box and hops all over the car, from the roomy storage compartment to the soft leather seats, until the father takes advantage of the smooth steering and suspension to hastily stop the car and eject the frog.



SILVER WINNER: "Laundry Room"
Client: Procter & Gamble's Gain
Agency: Lapiz, Chicago
Category: Grocery products

Fragrance is everything in the Hispanic market. A woman goes into the laundry room, finds all the dryers full, and empties one. Taken by the scent, she presses what looks like a white sheet to her face and inhales deeply. A sumo wrestler enters and claims the sheet, which from his attire is clearly the diaper-like garment he's wearing. The tagline: "What smelled bad before, smells good now."

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SILVER WINNER: "Sad Princess"
Client: California Milk Processor Board
Agency: Grupo Gallegos, Long Beach, Calif.
Category: Grocery products

Once a month, a princess in her castle cries for days, and her tears cause cataclysmic waves that wreck the ships of the princes who try to rescue her. Until one prince surfs in with a glass of milk -- which can help reduce PMS symptoms -- and the sun comes out.


Client: Ad Council
Agency: Vidal Partnership, New York
Category: Public Service

This is the story of a young man who is born last of seven brothers. He thinks up 367 inventions, but only three make it to the market. He ends up living in an apartment on the fifth floor, where he meets Carmen. After 237 dates, he proposes. They live happily ever after. The message: Numbers change your life. That's why you need to take care with your credit history, and keep your balances low.


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