The Gold Winners: Television

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Viacom's MTV Latin America: "Los 10 Mas Pedidos" campaign

Agency: La Comunidad, Miami Beach, Fla.

CREDITS: Creative directors: Jose Molla, Joaquin Molla

Category: Entertainment/Media

To encourage young viewers to vote online for their favorite videos, which then air on the MTV Latin America program "The 10 Most Requested," La Comunidad shot 20 spots in two days showing individuals doing fairly revolting things like sniffing someone else's underwear. The theme: "We don't judge what people like. We just show it." The campaign helped triple the number of teens voting for their favorite videos, and refuted teen complaints that MTV was no longer edgy enough.

American Airlines:


Agency: Zubi Advertising, Coral Gables, Fla.

Credits: Creative director: Emmie Vazquez. Associate creative director: Hector Prado. Art director: Jose Reyes. Copywriter: Alberto Orso. Category: Miscellaneous

The simple gesture of stretching out their arms triggers in people the feeling of liberation and comfort that flying can evoke. One woman does yogalike stretches and another falls backward into waiting arms. A cop uses his arms to direct traffic. The final shot after the tagline "Sera que quieres volar?" ("Could it be you want to fly?") is a relaxed woman reclining comfortably on a bed with her arms outstretched like wings.

McDonald's Corp:

"Man to Man"

Agency: Del Rivero Messianu DDB, Coral Gables, Fla. Credits: Executive creative director: Luis Miguel Messianu. VP-creative director: Jose Luis Villa. Art director: Monica Marulanda. Copywriter: Manolo Zota

Category: Retail/Fast-Food

In a charming, family-oriented spot that would work anywhere, a small boy asks, "What's sex?" Determined to do the right thing, his father leads him into a McDonald's, and viewers watch through the restaurant window as he gives a long, earnest explanation, with many gestures, concluding "... and that's life." Puzzled but patient, the little boy produces a questionnaire with boxes to specify sex as male or female and asks: "All that goes here?"

Procter & Gamble Co.'s Crest toothpaste: "Tinta"

Agency: Bromley Communications,

San Antonio

Credits: Bromley creative department

Category: Grocery, Toiletries, Beauty Aids

Flipping through a magazine, a guy colors in teeth and draws beards on photographs with his black marker pen. Then the man reaches a gleaming smile and thinks that he is out of ink because he can't leave a mark on the brilliant white teeth. In an unusual pro- duct demonstration, the picture turns out to be an ad for Crest toothpaste, proving that Crest even keeps your teeth white in a photograph.

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