From today's AdAge.com:
THREE U.S. HISPANIC AGENCIES WIN AT CANNES
La Comunidad, Grupo Gallegos and Lapiz Score Silver Lions
June 27, 2005
By Laurel Wentz
CANNES, France (AdAge.com) -- Three U.S. Hispanic ad agencies were awarded Silver TV Lions Saturday night in the best-ever performance by the U.S. Hispanic market at the Cannes Lions International Advertising Festival.
The Lions went to independent shops La Comunidad, Miami, and Grupo Gallegos, Long Beach, Calif., and Publicis Groupe's Lapiz, Chicago, part of Leo Burnett.
La Comunidad
La Comunidad, a hybrid agency started by Argentinean creatives Jose and Joaquin Molla and based in Miami and Buenos Aires, won a silver for the spot "Parents' Day" for Viacom's VH1. To illustrate that VH1's offering goes way beyond just music videos, the agency put a rock star in the mundane setting of a parents' meeting at a school to show that musicians have a life beyond music, too ("Beyond Music" is the network's tagline). Every time the rock star asks a simple question about his daughter Jenny studying a foreign language at school, a blaze of fireworks goes off around him, which no one pays any attention to.
Grupo Gallegos
Grupo Gallegos' winning spot, "Mano Japonesa" ("Japanese Hand"), was for Energizer batteries. In the spot, a man who lost his hand gets a transplanted limb from a Japanese man. The new hand makes him compulsively take photographs everywhere, even in bed with his very annoyed wife. In one vignette, he is snapping away with a bright flash during a movie and an angry man seated in front of him at the cinema turns around and tackles him.
"Most battery spots show an exaggerated passage of time or battery failure, but the client liked that we were able to uncover another twist," said Grupo Gallegos CEO John Gallegos, chatting about the spot over Perriers on the Carlton Terrace. Mr. Gallegos, attending the Cannes festival for the first time, flew in the day before the awards show. Favio Ucedo, the agency's executive creative director, who was at the festival for the second time, said he has rarely attended a client presentation where everyone laughed so much.
AdAge.com READ MORE
Recent Comments