Grupo Gallegos Punctuates Winning Streak with 2009 Radio Mercury Award

Favio Ucedo, Creative Director and Principal of Grupo Gallegos is going to have to add more shelves to his office to accommodate yet another award for his “Subtitles” radio campaign for Comcast.

Last night in New York, the campaign’s “Epic” spot was awarded a 2009 Radio Mercury Award in the Hispanic category. The campaign for Comcast’s CableLatino product has already won a gold and a silver Clio, a gold trophy at the El Sol Festival in Spain and 2 bronze awards at FIAP.

The radio campaign includes three spots that humorously convey how much is lost when you watch television with subtitles. The “Epic” spot sets the stage of a powerful leader preparing his troops to go into battle. As he rouses his soldiers with thunderous words of encouragement, he also speaks the punctuation that one would see on subtitles. As his troops respond with equal fervor, they also speak the punctuation. The announcer closes the spot by saying “When you watch television with subtitles, the excitement is lost. Get Comcast Cable Latino and enjoy TV in your language with your favorite Spanish channels.”

The other two spots in the campaign, “Horror” and “Robinson,” use a similar creative approach, but in a horror movie and war movie genre.

According to Rick Boyko, director of the Virginia Commonwealth University “Brandcenter” and Chief Judge, Mercury Award winning spots are smart and entertaining but, most importantly, they forge an emotional connection with consumers.

“With these spots, we let them know that Comcast understands their frustrations with having to read subtitles, and provides a solution with a robust offering of Spanish language programming and entertainment,” said Ucedo.

The radio spots were produced at AZ Los Angeles by engineer Gonzalo Ugarteche. The creative team responsible for the campaign includes:

* Favio Ucedo – Creative Director and Principal
* Martin Cerri – Creative Director and Writer
* Juan Oubina – Creative Director
* Fernando Fryd – Writer
* Lulu Reynal – Writer

To listen to the spots, visit www.grupogallegos.com and navigate to Work > Portfolio>Radio. Versions of all three spots in the campaign are available in English and in Spanish.

About Grupo Gallegos

An independent advertising firm specializing in reaching the U.S. Hispanic market, Grupo Gallegos is located in Long Beach, CA. In 2008, Grupo Gallegos was recognized as Multicultural Agency of the Year by Ad Age. Established in 2001 by John Gallegos, Grupo Gallegos has received the D&AD Silver Pencil, Gold FIAP Award, Cannes Silver Lion and the Gold Medal at the New York Festival. Agency clients include Target, Energizer, Fruit of the Loom, Comcast, The California Milk Processor Board, and Valvoline. For more information, visit www.grupogallegos.com.
Contacts

Grupo Gallegos
Elena Turner, 972-307-9200

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