Top Honors for Best of Show Were Awarded to Lapiz and LatinWorks at the 11th Annual Advertising Age Hispanic Creative Advertising Awards

Procter & Gamble’s Pepto-Bismol TV campaign “Love and Hate” by Lapiz won Best of Show/Campaign with two TV spots showing food behaving badly with the message “Don’t let the food you love hurt you.” Lapiz also won a gold and a silver award for the individual spots “Empanada” and “Cheesecake.”

Cine Las Americas picked up Best of Show/Single Ad for “Estratosfera”, a spot that promoted a Latin film festival by featuring a delusional speech by former Argentine president Carlos Menem promising to create space shuttles to make the point “If this is our reality, imagine our films.” Other LatinWorks ads from the same campaign, all featuring zany but genuine footage from Latin American leaders’ speeches, won silver and bronze prizes for radio spots “Muro” about Mexico and “Coca” (Venezuela) and a TV silver for “Fujishock” (Peru).

LatinWorks also won a silver award for Mars’ Starburst spot “Llama,” and two silver magazine and one newspaper bronze prizes for Active Life’s campaign against childhood obesity featuring fat toys. Lapiz also won a gold prize for Partnership for a Drug-Free America, and a bronze for Chase bank.

The winners were announced at an awards show September 18th in Miami at the Gusman Center for the Performing Arts, and will be featured in a special report in Advertising Age magazine Sept. 21. All the winning work can be seen on Adage.com. Ad Age conducts the Hispanic Creative Advertising Awards in partnership with the Association of Hispanic Advertising Agencies (AHAA).

“The creative excellence honored this year was exceptional,” said Gisela Girard, AHAA chair and president of Creative Civilization. “This was truly some of the best work in advertising today. It is remarkable to see the evolution in Hispanic-specialized advertising during AHAA’s 11-year partnership with Ad Age. The originality and ingenuity of the ads and campaigns was exciting to watch and is truly reflective of the quality work being delivered in our industry. AHAA celebrates the winners and entrants in this year’s Hispanic Creative Advertising Awards.”

LatinWorks and Lapiz were the two most-awarded agencies in this year’s awards, followed by Grupo Gallegos, JWT San Juan and Conill.

Grupo Gallegos’ work for Comcast’s CableLatino was a close contender for Best of Show after winning two golds, a silver and a bronze. The agency was also awarded a gold and silver for TV spots for the California Milk Processor Board.

JWT San Juan picked up three gold awards, for Cadbury Adams’ long-lasting Stride gum, Amnesty International and the Susan G. Komen breast cancer awareness organization.

Conill won seven awards, including five for Toyota, and an innovative campaign for T-Mobile USA that appealed to soccer fans by letting them text advice to their teams that appeared to be relayed to players on the field in real time.

Other golds went to independent agency Adrenalina for Tecate Light, to Casanova Pendrill for its work on UNICEF’s TAP Project and to MTV Tr3s for a humorous spot teaching the MTV Tr3s version of Spanglish.

Awards were also won by Alma DDB, Argus, Beans2Beans, The Bravo Group, CreativeOnDemand, De La Cruz & Assoc., Dieste, Draftfcb Puerto Rico, EJE Sociedad Publicitaria, Scpf, The Vidal Partnership and Zubi Advertising.

This year’s jury was headed by Mike Alfonseca, the founder and creative director of independent agency Kraneo in the Dominican Republic, and included Mauricio Galvan, managing partner/executive creative director at The Vidal Partnership and outgoing president of Circulo Creativo; Daniel Marrero, founder of CreativeOnDemand and chairman of AHAA’s creative committee; Carlos Tourne, chief creative officer of Dieste; Carlos Boughton, brand director for Tecate equity and Rebeca Vargas, SVP, marketing director, multicultural segment head at JPMorgan Chase. The interactive category was judged by a separate jury of digital experts consisting of Miguel Angel Calderon, creative director of GrupoW in Mexico; Andrea Arnau, director of interactive at Alma DDB and Eduardo Cintron, a creative director at Lapiz.

About AHAA :

The Association of Hispanic Advertising Agencies (AHAA) is the national organization of firms that specialize in marketing to the nation’s more than 46 million Hispanic consumers, the most rapidly growing segment of the American population. AHAA promotes the strength of the Hispanic marketing and advertising industry to the private and public sectors. AHAA agencies offer a unique blend of cultural understanding, market intelligence, proven experience and professionalism that deliver Hispanic market success for clients. AHAA agencies help organizations gain market share, increase revenue and grow profits by building the bridges and delivering the messages to reach America’s Hispanic consumers, who together have an estimated buying power of nearly $1 trillion. Visit www.ahaa.org for more information.

About Advertising Age:

Ad Age (www.adage.com), part of Crain Communications, is a multi-platform media brand delivering news and intelligence to the advertising, marketing and media industries, as well as targeted strategies for brand building and messaging in today’s complex business world. From the digital community to the entertainment industries, from the Hispanic market to the global stage itself, agencies, media and marketers all turn to Ad Age print, digital and special event brands for the insights and analysis they need to succeed. “

• Lapiz Answers U.S. Cellular’s Call for New Hispanic Agency of Record
• Alma DDB Awarded Number Seven on Advertising Age Agencies A-List
• Association of Hispanic Advertising Agencies New Podcasts
• LatinWorks announced the addition of Rafael Serrano, as Creative Director, and Scott Radigk as Director of Production Operations.
• On Monday November 16, The Clorox Company will launch a new TV campaign for the Hispanic market created by Alma DDB in which Pine-Sol will put four traditional cleaning fragrances to really work, so that they do much more than just aromatize.
• Top Media Integration Expert Joins Zubi – Xavier Mantilla to head agency’s media and direct marketing practices
• Convergence 2009 Digital & Social Media Conference Releases Prestigious Speaker Line Up For October 14th Event – On Its 2d Year, Convergence Expands and Includes CEOs and Senior Executives From the U.S. and Latin America Media, Entertainment, Technology & Advertising Sectors
• Online Advertising Targets Dynamic U.S. Hispanic Market
• Lapiz takes Best of Show at 11th Ad Age Hispanic Creative Awards
• HOLA Networks shines at AHAA Conference in Miami
• Hispanic Creative Advertising Awards 2009 – P&G, Cine Las Americas, Comcast and Their Hispanic Agencies Lapiz, Latinworks and Grupo Gallegos Are the Biggest Winners, With Deep but Entertaining Insights Into Latino Culture
• Horacio Gavilán Executive Director of AHAA Honored for 10 years of Service
• LatinWorks’ winning strategy – Riding a creative high, ad agency is hungry for another Super Bowl appearance.
• Curro Chozas – Associate Creative Director at Grupo Gallegos has been named the new President of the Círculo Creativo del Mercado Hispano.
• OSCAR MAYER Announces Winner of Sabor de Mamá Recipe Contest
• LatinWorks Only U.S. Hispanic Agency to Win Cannes Lion – Shop Takes Home Silver Film Award for Starburst Spot ‘Llama’
• Grupo Gallegos Punctuates Winning Streak with 2009 Radio Mercury Award
• Carl Kravetz, Publisher of VidaySalud.com and past Chairman of the Association of Hispanic Advertising Agencies, is the recipient of the 5th Annual Hispanic Marketing Achievement Award
• American Airlines Targets U.S. Hispanic Consumers With Launch of National Advertising Campaign – (commercial included)
• Zubi Wins A 2009 Effie Award