Women to Watch 06

Magazine

Published on .

Gold

Johnson & Johnson's Adult Extra Strength Tylenol: "Burrito"

Bienestar [Del Rivero Messianu DDB], Coral Gables, Fla.

Executive creative director: Luis Miguel Messianu

Creative director: Enrique Faillace

Art director: Felipe Verswyvel

Copywriters: Samuel Albis, Michelle Eggenberger

Extra Strength Tylenol is for adults, but little animals graphically portray the pain. The judges raved about the striking images, the simplicity of the idea and the wonderful art direction. The animals are never real: "Burrito" evokes the headache the donkey would feel in a kids game of pin-the-tail-on-the-donkey, while the small bear, or "Osito," whose head is gripped in arcade game pincers, is a stuffed teddy. Although created for the Hispanic market, these ads would be effective anywhere. The tagline: "For those headaches."

Johnson & Johnson's Adult Extra Strength Tylenol: "Osito"

Bienestar [Del Rivero Messianu DDB], Coral Gables, Fla.

Executive creative director: Luis Miguel Messianu

Creative director: Enrique Faillace

Art director: Felipe Verswyvel

Copywriters: Samuel Albis, Michelle Eggenberger

Silver

Johnson & Johnson's Adult Extra Strength Tylenol: "Honey"

Bienestar [Del Rivero Messianu DDB], Coral Gables, Fla.

Executive creative director: Luis Miguel Messianu

Creative director: Enrique Faillace

Art director: Felipe Verswyvel

Copywriters: Samuel Albis, Michelle Eggenberger

In further innovative executions of the judges' favorite series of magazine ads, Tylenol headaches continue to strike inanimate objects. In "Honey," fingers squeeze the little head of a bear-shaped plastic honey container. Moving away from the animal theme in "Voodoo," a small cloth doll's head is pierced with pins, conveying the pain message.

Johnson & Johnson's Adult Extra Strength Tylenol: "Voodoo"

Bienestar [Del Rivero Messianu DDB], Coral Gables, Fla.

Executive creative director: Luis Miguel Messianu

Creative director: Enrique Faillace

Art director: Felipe Verswyvel

Copywriters: Samuel Albis, Michelle Eggenberger

Ford Motor Co.: "Paper Dolls"

Zubi Advertising, Coral Gables, Fla.

Creative director: Ricky Soler

Art director: Harold Jessurun

Copywriter: Yoel Henriquez

This vacation-bound family looks like they're riding on air with a canoe suspended above their heads. But Ford wouldn't do that. The other five pages of this six-page insert show a half-dozen models from the new line of Ford sport-utility vehicles, designed as little paper-doll-like shapes complete with dotted lines and little tabs to show how well they fit Ford drivers. More enticing than the average car ad, it's hard not to reach for the scissors.

Bronze

Wing Latino/public service: "Tetas"

Wing Latino, Hato Rey, Puerto Rico

McDonald's Corp.: "Expressions"

Del Rivero Messianu DDB, Coral Gables, Fla.

Showtime Networks: "Demasiadas Novelas"

Bromley Communications, San Antonio

Procter & Gamble Co.'s Dawn: "Etiqueta"

Bromley Communications, San Antonio

HBO Latino: "Control"

Dieste & Partners, Dallas

Terra Networks: "Rubia"/"Pitillo"/"Gafas"/"Buso" (campaign)

Ogilvy & Mather, Miami

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