Hispanic Creative Advertising Awards 2010

Hispanic Creative Advertising Awards 2010: Beyond Hispanic Winners

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SILVER WINNER
Volkswagen of America "Fake Out"
Advertising Age Embedded Player
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


BRONZE WINNER
Hewlett-Packard "The HP Insider"
Advertising Age Embedded Player
Agency: Dieste, Dallas

To show that a PC can take people pretty much anywhere, the HP Insider program enlisted one team, the Dallas Mavericks, and one fan, the winner of a contest who submitted the best video about why he or she should be the insider chosen to spend a week with the team. The winner, Mandy, used her HP laptop to start blogging and told the world about her week traveling with the team.


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