Hispanic Creative Advertising Awards 2010

Hispanic Creative Advertising Awards 2010: TV Silver Winners

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SILVER WINNER
MTV HD Campaign: "P. Diddy," "Robert Smith" and "Bono"
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Agency: La Comunidad, Miami

To promote the idea that everything looks better in high-definition TV, La Comunidad created a hilarious campaign featuring Bono, P. Diddy and Robert Smith lookalikes behaving badly. A chubby Robert Smith sunbathes in a colorful slip. P. Diddy filches coins from a fast-food joint's tip jar. Bono is the funniest portrayal because his lookalike's behavior -- refusing to give money to an old street beggar -- is most unlike his public image. The tagline was "Idols are not supposed to look bad. See them in HD."


SILVER WINNER
Procter & Gamble's Downy Ultra "Lavadero"
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Agency: Wing, New York

This spot was a little risque for P&G, but fragrance is everything in the Hispanic market. Two guys are shown sorting clothes at a laundromat. One, seduced by the pleasant scent of his neighbor's clothes, randomly picks striped boxer shorts from the other guy's basket and sniffs. He says, "Your clothes smell really good!" The other guy grabs his underwear back and says, with a little smirk, "And I haven't even washed them -- yet!" The spot ends with Downy close-up and the tagline: "Fragrance that lasts longer."


SILVER WINNER
Cine Las Americas "Cerdo"
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Agency: LatinWorks, Austin, Texas

In Cine Las Americas' blockbuster film-festival campaign, actors bring to life Latin American leaders' ridiculous pronouncements on a wide range of topics while the real speeches act as a voiceover. The tagline is always: "If this is our reality, imagine our films." In "Cerdo," an old, flabby couple roll around in bed next to a glazed pig's head while Argentina's President Cristina Kirchner extols on TV the sexual benefits of eating pork: "It's better than Viagra!"


SILVER WINNER
Volkswagen of America "Fake Out"
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Agency: Creative on Demand, Miami

MARKETING CHALLENGE: Volkswagen of America has a very positive brand image among Hispanics, but suffers from the perception that the cost of maintenance for a German vehicle might be too high.

CREATIVE SOLUTION: The service Volkwagen dubs "Carefree maintenance" is important to every consumer, but research found Hispanics care about it even more. In Spanish- and English-language executions, a guy carefully polishes the exterior of his VW, then gleefully drops it off at a VW dealer for the free maintenance service. A voice-over explains, "Since Volkwagen started offering no-cost, carefree maintenance, everyone wants their car to be a Volkswagen," as a mechanic rips the fake exterior off the car that is not, in fact, a Volkswagen and mutters, "Another one."

The spot reinforces VW branding while delivering the service message in an entertaining fashion, starting from "the aspirational notion that everyone wants to get a Volkswagen," said COD founder Daniel Marrero.

The judges liked "Fake Out" so much that they awarded it a Silver prize in three categories: TV, Bicultural Hispanic and Beyond Hispanic (for work used in other markets, like the general market).

-- LAUREL WENTZ


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