Women to Watch 06

Television: Technology

Published on .

Gold

Cingular Wireless: "Bent"

Vidal Partnership, New York

Creative director: Paco Olavarrieta

Copywriter: Mauricio Galvan

This spot was the only serious rival to Bud Light's "Centerfold" for Best of Show. The judges were struck by how much better the Hispanic advertising for the launch of Cingular Wireless was than the general market campaign. In "Bent," an old man's back freezes up as he walks down the street, leaving him doubled over. Time passes. A bird lands on his back. Night falls. Finally he asks a passer-by the time. As soon as he realizes that it's after 9 p.m., he pulls out a cell phone and calls his son to come fetch him. A memorable demonstration that Cingular Wireless offers unlimited calling after 9 p.m. and on weekends.

Silver

Cingular Wireless: "Street"

Vidal Partnership, New York

Creative director: Paco Olavarrieta

Art director: Juan Granados

Copywriter: Mauricio Galvan

Pedestrians waiting to cross the street don't react when a passing car splashes them with water. The signal changes from the red "Don't walk" sign to the Cingular icon, a stylized dotted X that represents the freedom Cingular gives people to express themselves. As soon as the icon appears, everyone springs into noisy motion, complaining about the shower. A vivid demonstration of "Expresate," or "Express yourself."

Bronze

Verizon Communications: "Yo Quiero"

La Agencia de Orci & Asociados, Los Angeles

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