TV, radio, magazine, newspaper, out-of-home and interactive ads and Web sites targeted at U.S. Hispanic consumers that broke between May 1, 2004 and April 30, 2005 are eligible. A multimedia category is being added this year to let agencies enter campaigns that combine two or more media. And in an expansion of the direct-marketing category, direct-mail pieces, direct-response TV and radio spots, e-mail and insert media will be accepted. Ad Age conducts the Hispanic awards in cooperation with the Association of Hispanic Advertising Agencies, but agencies do not have to be AHAA members to enter.
Last year's Best of Show winner was Heineken's "Blackout" TV spot by Vidal Partnership, New York, playing on the August 2004 power outage and the most-awarded campaign was Miami-based La Comunidad's work for Citibank, which picked up four awards for TV, radio and newspaper ads that tied the U.S. Hispanic immigrant experience into Citibank's overall "Live richly" theme. Other standout work honored included ads for Toyota Motor Corp., Energizer, Continental Airlines, MasterCard International, Fox Sports en Espa¤ol and American Airlines.
The awards were presented at a gala show organized for Ad Age and AHAA by Vidal Partnership and attended by more than 500 people at New York's El Museo del Barrio.
Entry forms can be downloaded from AdAge.com. The deadline for entries is May 17, 2005. Winners will be announced in a special report published in the Sept. 26 issue of Ad Age and on AdAge.com and at an awards gala held in New York at the close of AHAA's semi-annual conference.