News Column

Hispanic Advertising Shines At Ad Age's 4th Annual Hispanic Creative Advertising Awards

September 16, 2002

NEW York – The Vidal Partnership was the biggest winner at Advertising Age's fourth annual Hispanic Creative Advertising Awards. The independent New York shop was the only agency to be awarded for TV, radio and print creative work. Vidal also won Best of Show, for a radio campaign for Heineken called "Traducciones" ("Translations").

Ad Age's Hispanic Creative Advertising Awards show was held in conjunction with the Association of Hispanic Advertising Agencies (AHAA), at the end of the association's semi-annual conference in Miami. A special report featuring all the winning work and related stories appears in the Sept. 16 issue of Advertising Age and on AdAge.com.

In addition to Best of Show, Vidal picked up a Gold Radio award for Heineken, a SilverTV and a silver Magazine awards for ads in different Cingular Wireless campaigns, and a Bronze for two McDonald's Corp. out-of-home ads.

In each spot in the "Traducciones" radio campaign, which the judges voted to name Best of Show, a Heineken beer drinker at a party tells a simple story using the accent and slang of a different national dialect: Argentine, Mexican, Dominican, Puerto Rican. The humor lies in a second voice that blandly translates each colorful, colloquial sentence into standard Spanish.

In other awards, four agencies won TV Golds:
· Zubi Advertising, for American Airlines' "Brazos" commercial
· Bromley Communications for Procter & Gamble Co.'s Crest "Tinta"
· Del Rivero Messianu DDB for McDonald's Corp.'s "Man to Man"
· La Comunidad for MTV Latin America's "Los 10 mas pedidos" campaign

After The Vidal Partnership, the most highly awarded agencies were Dieste Harmel & Partners, Dallas, and Zubi Advertising, Miami.

Dieste was the only agency to win awards for four different clients. Dieste took home two Silver TV awards, for Anheuser-Busch's Bud Light and Hyundai, a Bronze TV award for a Taco Bell campaign, and a Bronze magazine award for an HBO Latino campaign.

Zubi won both a Gold TV award and a Bronze newspaper award for American Airlines' "Brazos" campaign and a Bronze TV award for Ford Motor Co.'s Focus. LatinWorks, Austin, won three Bronze TV awards, for Miller Lite beer, local bicycle store Ozone Bikes, and Cine Las Americas.

This year the judges gave 25 awards for TV, radio, magazine, newspaper and out-of-home entries: Best of Show, five Golds, eight Silvers and 11 Bronzes. An interactive category was judged separately. Bromley and La Comunidad won Gold and Silver awards respectively for their own web sites, and Bravo Group won a Gold for best interactive campaign for the New York Times' online Job Market.

Reflecting the Hispanic market's diversity, this year's nine judges —from U.S. Hispanic ad agencies, marketers and Advertising Age as well as an international guest judge — came from eight different countries: Mexico, Puerto Rico, Argentina, Colombia, Venezuela, the Dominican Republic, Brazil and the U.S.

This year, a leading international creative talent joined the jury. Washington Olivetto, president of Brazilian ad agency W/Brasil, Sao Paulo, and Latin America's best-known adman, was invited to act as head judge.

Judges from Hispanic agencies were Roberto Alcazar, creative director of WING Latino, Mauricio Galvan, creative director of The Vidal Partnership, New York; Jose Molla, director of La Comunidad, Miami Beach, Fla.; and Aldo Quevedo, executive creative director of Dieste Harmel & Partners, Dallas.

Client judges were Giuseppe D'Alessandro, Pepsi-Cola Co.'s director of ethnic and urban marketing, and Karen Habib, director-Hispanic marketing at Viacom's Showtime Networks. Ad Age judges were Laurel Wentz, international editor, and Mercedes Cardona, financial editor.



Source: AHAA


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