Women to Watch 06

Radio: Alcoholic Beverages

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United Distillers & Vintners' Smirnoff Ice: "Say What?"

Mendoza Dillon & Asociados, Newport Beach, Calif.

Creative director/copywriter: Syra Villarreal

In an almost untranslatable script, soccer fans turn into back-seat goalies while watching the game.

The clever script dovetails everyday conversation with turns of phrase, double entendre and puns galore to entertain the listener, but its message is clear-Smirnoff Ice equals fun.

The sometimes risque humor is not for everyone, but it goes over well with the young men who are the product's main targets.

The judges appreciated the humor and the cleverness of the script.