NEW YORK, Nov. 6 /PRNewswire/ -- Grupo Gallegos won Best of Show at the 9th Annual Advertising Age Hispanic Creative Advertising Awards presented in cooperation with the Association of Hispanic Advertising Agencies (AHAA) Friday evening in New York. The Long Beach, California-based Hispanic agency was the biggest winner of the evening picking up five other awards for Comcast (a TV Gold, two TV Silvers, a Radio Silver, and a Multimedia Bronze), as well as Gold and Silver TV awards for Energizer batteries and the California Milk Processor Board.
The Best of Show winning spot, titled "Ketchup," pitches a Comcast Triple Play package for broadband, phone and cable service positioned as so attractively priced that your wallet is grateful. In the spot, the grateful wallet makes a bizarre leap off the table to shield its owner from flying ketchup. "The judges picked a Best of Show that showed that price promotions, which usually aren''t very creative, can be winners if they''re based on a clever idea," said Laurel Wentz, Advertising Age''s international and multicultural editor.
This year''s competition drew a record number of entries, 718, evaluated in the following categories: television, radio, magazine, newspaper, out-of- home, multimedia, nontraditional/guerrilla marketing, interactive and direct marketing. Two new categories were added this year, Bicultural and English- speaking Hispanics to reflect the growth of marketing efforts toward English- speaking Hispanics as well as the Spanish-dominant. The new Beyond Hispanic category recognizes that Hispanic agencies are increasingly being tapped by marketers to do broader multicultural efforts or general market work, such as the LatinWorks spot starring Carlos Mencia for Anheuser-Busch''s Bud Light, which debuted on the Super Bowl this year.
"We continue to raise the bar in creative excellence," said Jackie Bird, AHAA chairwoman and president of WingLatino. "The quality of our work just keeps getting better and better as exemplified by the amazing work showcased during the ceremony. We are breaking barriers and using traditional advertising in interesting ways to connect with the multi-dimensional Hispanic consumer. We are demonstrating that we aren''t creating great Hispanic advertising, we are creating great advertising that just happens to target Hispanic consumers."
The panel of judges was chaired by Aldo Quevedo, president and chief creative officer of Dieste, Harmel & Partners. The jury was composed of four creative talents: Quevedo; Juan Oubina, creative director, Grupo Gallegos; Andres Ordonez, VP-creative director, Zubi Advertising; and Paco Olavarrieta, creative consultant, and three senior marketers Graciela Eleta de Cacho, VP- multicultural development organization for North America, Procter & Gamble Co.; Isaac Mizrahi, director-multicultural marketing, Sprint; and Daniel Villarroel, director-multiethnic marketing, Maybelline New York and Garnier.
For the first time, a separate jury judged the fast-growing interactive category and included judges Rick Marroquin, CMO, Batanga; Fernanda Romano, executive creative director, Lowe Worldwide; Priscila Aviles Jamison, senior director, ethnic brands-creative, McDonald''s/U.S. marketing.
The awards show followed AHAA''s fall conference and was organized by Dieste, Harmel & Partners. The gala featured the El Día de Los Muertos theme from the conference and was co-hosted by actors Manny Perez and Genesis Rodriguez.
A special report on the Hispanic winners is featured on AdAge.com and the winning work can be viewed in the November 5th issue of Advertising Age.
The complete list of Ad Age''s 2007 Hispanic Creative Advertising Awards winners follows.
TELEVISION GOLD -- Entertainment/Media: Comcast Triple Play "Ketchup", Grupo Gallegos, Long Beach, CA -- Grocery Products: Energizer e2 Lithium "Immortal," Grupo Gallegos, Long Beach, CA -- Non-Alcoholic Beverages: Calif. Milk Processor Board "Ley de Gravedad", Grupo Gallegos, Long Beach, CA -- Non-Alcoholic Beverages: Calif. Milk Processor Board "Suenos" "Risas" "Ley de Gravedad" campaign, Grupo Gallegos, Long Beach, CA SILVER -- Alcoholic beverages: Heineken "Lluvia," The Vidal Partnership, New York -- Automotive: Volkswagen "Confrontation," Creative on Demand, Miami -- Entertainment/Media: Comcast Triple Play "Pedro" Grupo Gallegos, Long Beach, CA -- Entertainment/Media: Comcast Triple Play "Ladron", Grupo Gallegos, Long Beach, CA -- Grocery Products: Clorox-Glad Force Flex Trash Bags "Trash Tamer", Dieste Harmel & Partners, Dallas -- Non-Alcoholic Beverages: Pepsi-Sierra Mist "Cash Register", Dieste Harmel & Partners, Dallas -- Non-Alcoholic Beverages: Calif. Milk Processor Board "Suenos", Grupo Gallegos, Long Beach, CA -- Technology/Communications: Sprint "Silencio", The Vidal Partnership, New York -- Travel: Continental Airlines "Taller", Bromley Communications, San Antonio, TX BRONZE -- Automotive: Volkswagen "Kung Fu" "Timbales" campaign, Creative on Demand, Miami -- Entertainment/Media: MTV "Calle," La Comunidad, Miami -- Grocery Products: Clorox Disinfecting Wipes "Hide and Seek", Dieste, Harmel & Partners, Dallas -- Technology/Communications: Sprint "Todo Sobre Mi Familia", The Vidal Partnership, New York -- Travel: Continental Airlines "Espanol" campaign, Bromley Communications, San Antonio, TX TV (PUERTO RICO) SILVER -- Retail/Fast Food: Radio Shack-Memory Card "Gobernadores", Draftfcb, San Juan, PR BRONZE -- Grocery Products: Unilever-Ragu "Hindu", JWT San Juan -- Public Service: Alzheimer''s Foundation "Polaroid", BBDO Puerto Rico RADIO SILVER -- Comcast Cable Latino "Media Naranja", Grupo Gallegos, Long Beach, CA BRONZE -- Tecate "Virus Estornudo", Grupo Gallegos, Long Beach, CA -- Comcast Cable Latino "Diga", Grupo Gallegos, Long Beach, CA NONTRADITIONAL/GUERRILLA MARKETING SILVER -- Personal Music "Paisa", Alma DDB, Miami BRONZE -- Personal Music "Directions" campaign, Alma DDB, Miami -- Personal Music "Voice Over" Alma DDB, Miami NONTRADITIONAL/GUERRILLA MARKETING (PUERTO RICO) GOLD -- Amnistia Internacional "La Casa del Horror", JWT San Juan SILVER -- Toyota Yaris "Manijas", Badillo Nazca Saatchi & Saatchi, San Juan MULTIMEDIA/INTEGRATED BRONZE -- Comcast Triple Play "Mosca""Ketchup""Ladron" campaign, Grupo Gallegos, Long Beach, CA NEWSPAPER GOLD -- Procter & Gamble-Tide "Stains Attack: French Fry, Jam, Soup", Conill NEWSPAPER (Puerto Rico) BRONZE -- Amnistia Internacional "John Wayne Gacy""Ted Bundy" "Pee Wee Gaskins" campaign, JWT San Juan OUT OF HOME SILVER -- Procter & Gamble-Tide "Messy Things: Coffee, Ketchup, Wine"campaign, Conill OUT OF HOME (Puerto Rico) GOLD -- Verizon Wireless "Llamadas Interrumpidas: Mucho, Busca, Conmigo" campaign, Badillo Nazca Saatchi & Saatchi, San Juan MAGAZINE BRONZE -- Clorox-Pine Sol "Sniff", Dieste Harmel & Partners, Dallas MAGAZINE (Puerto Rico) SILVER: -- PR Alzheimer''s Foundation "Forgotten Animals: Fish, Cage" campaign, BBDO PR BRONZE: -- Toyota FJ Cruiser "Laberinto", Badillo Nazca Saatchi & Saatchi, San Juan BEYOND HISPANIC GOLD: -- Anheuser-Busch Bud Light "Class," LatinWorks, Austin, TX SILVER: -- Chicago Latino Film Festival "Cowboys," Lapiz, Chicago -- Katrina Foundation "Bin Laden", La Comunidad, Miami BRONZE: -- Xtra Pine "The Cleaning Hunk" Ole, New York -- 1-2-3 Divorce "I don''t" "Leave the Bride" "Why Wait", Dieste Harmel & Partners -- Katrina Foundation "Picture in Picture" campaign, La Comunidad, Miami BICULTURAL/ENGLISH-SPEAKING HISPANICS (No Gold) SILVER: -- Mun2 "Fences, Dream, Quiz Show" campaign, La Comunidad, Miami -- Mun2 "Snoop Dogg Knows Best" campaign (1st 3 spots only), Mun2 BRONZE: -- Toyota Motor Sales "Mundoyaris", Conill, Los Angeles -- [view at ] -- Mun2 "Hotline Weird Callers" campaign, Mun2 INTERACTIVE: INTERACTIVE/WEB SITE GOLD: -- McDonald''s "LoMcximo," Alma DDB, Miami (View at ) SILVER: -- Toyota Motor Sales'' "Yaris Music Lab," Conill (View at ) INTERACTIVE/BRANDING SILVER: -- Art Basel Invitation, La Comunidad, Miami (View at ) BRONZE: -- Sprint "Sprint Center", The Vidal Partnership, New York (View at ) INTERACTIVE/ONLINE AD BRONZE: -- Hyundai "Respect," Alma DDB, Miami (View at ) DIRECT MARKETING GOLD: -- Verizon FIOS campaign, La Agencia de Orci, Los Angeles BRONZE: -- American Honda Motor, "Guataburger", "Bersache", "SiGuerld" campaign, La Agencia de Orci, Los Angeles