The Silver Winners: Television

Published on .

Anheuser-Busch's Bud Light: "Sandwich" and "Ice Sculpture" campaign

Agency: Dieste Harmel & Partners, Dallas

CREDITS: Creative directors: Aldo Quevedo, Carlos Tourne. Art directors: Jaime Andrade, Christian Hoyle. Copywriter: Alex Duplan.

CATEGORY: Alcoholic Beverages

In the long-awaited sequel to last year's Best of Show-winning "Centerfold" spot, in which Luis' wife and mother-in-law caught him licking spilled beer off a magazine centerfold, the hapless Luis plunges into more mortifying moments that befall people who will do anything for a Bud Light. "Sandwich" finds Luis munching a sandwich he won't share with his dog, who retaliates by knocking Luis' Bud Light under a chair. The family finds Luis bent over to grab the unseen beer bottle as the dog presses suggestively against him. At a formal party in "Ice Sculpture," Luis topples the nude ice sculpture by the beer. He saves the sculpture from falling, then realizes he is grasping the slippery ice lady by her breasts.

Hyundai Motor America's

Accent: "Car Wash"

AGENCY: Dieste Harmel & Partners, Dallas CREDITS: Creative directors: Aldo Quevedo, Carlos Tourne. Art directors: Jaime Andrade, Christian Hoyle. Copywriters: Alex Duplan, Angel La Riva

Category: Automotive

A young woman watches a fat guy wash her car, conveying both the pride of a new car buyer and giving a genuine reason for the camera to linger on the Hyundai Accent from all angles. She isn't thrilled when car wash guy, as a finishing touch, snaps the car with his cloth. She takes the cloth and makes the same gesture, flicking his ample, retreating rear end.

MasterCard International: "Priceless: Vidifont"

Agency: McCann-Erickson Puerto Rico, San Juan. Credits: Creative director/copywriter: Jaime Rosado. Category: Financial Services

With up to 24 minutes of TV ads an hour in Puerto Rico, McCann broke through the clutter by running during an ad break a broke through the clutter by running a scene from "Titanic" during the movie's premiere on Puerto Rican TV. McCann just added a crawl along the bottom in the style of MasterCard's "Priceless" campaign: "Jack's tuxedo: $900. Rose's evening dress: $1,500. A reserved space on a lifeboat: Priceless."

Cingular Wireless: "What Is Long Distance?"

Agency: The Vidal Partnership, New York

Credits: Creative directors: Paco Olavarrieta, Mauricio Galvan. Art director: Juan Granados.

Copywriter: Cinthia Novick

Category: Technology/ Communications

Cingular offers its own interpretation of long distance. Long-distance moments include a baby's first tentative steps and a couch potato's stretch toward the TV set's just-out-of-reach remote control. In the last vignette, a woman wearing a floppy hat as protection against the brilliant sun calls a man in a snowy climate. But that call isn't long distance, because Cingular customers will never pay long-distance rates again.

El Amal: "Lenador"

Agency: McCann-Erickson Puerto Rico, San

Juan. Credits: Creative director/copywriter: Jaime Rosado. Art director: Massielle Asencio Category: Public Service/ Government

Puerto Rican drugstore chain El Amal introduces its reforestation program with a vivid reminder of what trees are for. A man makes such an effort to chop down a tree that in the end he, ironically, is gasping for breath. The message: Trees give us oxygen.

California Fluid Milk Processor Board's "Got Milk?: La Llorona"

Agency: Goodby, Silverstein & Partners,

San Francisco. Credits: Creative directors: Jeff Goodby, Rich Silverstein. Art directors: Alli Alvarez, Jose Rennard. Copywriters: Dave Delgado, Tania Sosa-Lanz. Category : Non-Alcoholic Beverages

The long-running "Got milk?" campaign targeted acculturated young Hispanics by running on English-language TV this spot featuring the well-known Latin American mythical figure La Llorona, or weeping woman, whose ghost roams the earth seeking her children after she drowned them to win her lover's approval. In Goodby's first-ever Hispanic spot, the tragic La Llorona wafts through a family home late at night searching, of course, for milk. Imagine her joy when she locates a carton in the refrigerator, and her despair when it's empty.

Most Popular