May 27, 2011

The American Advertising Federation presented Lopez Negrete Communications Inc. with a Silver National ADDY® Award for advertising creative excellence at the Federation's annual national advertising conference in San Diego.
“Winning a national ADDY is certainly at the top of any agency’s list of creative accolades. And while in today’s client environment, results are the ultimate award an agency can both bring forth to its clients, having its peers validate its creative work is both thrilling and humbling. In this particular case, Walmart is far more than a client, but a long-standing member of the Lopez Negrete family, and as such, we are proud to share this recognition with them – as well as results – is very sweet, indeed,” said Alex López Negrete, president, CEO and chief creative officer.
The Silver ADDY Award was won in the category of Television for creative developed for long-standing client Walmart. The spot, “Mom Knows,” was created for the 2010 FIFA World Cup™ and pays tribute to Mom, showcasing her as the wise hero we all know and love. The commercial places mom front and center, in the middle of a festive World Cup party she has catered and outfitted in FIFA® merchandise with Walmart’s help. As the action unfolds, the whole world is watching a World Cup match. The game reaches a critical juncture as the star of the national team prepares to take a penalty kick, a high-pressure, do-or-die situation. The camera pans across a variety of viewers in different settings, finally focusing on the home of the player’s mother. As everyone in every scene tells the player which direction he should attempt his penalty kick, all saying, “right, right,” only mom knows that her star player should go “to the left.” In the end, the mom’s star player, her son, scores a kick to left, resulting in jubilation.
Entries were judged based on creativity, originality and creative strategy. The ADDY Awards Competition is a three-tiered national competition conducted annually by the American Advertising Federation. The ADDY Awards Competition is the advertising industry’s largest and most representative competition for creative excellence.
The Lopez Negrete Communications Walmart team consists of Frank Sendra, executive group account Director; Miguel Moreno, executive creative director; Maria Tapias, group account director; Federico Traeger, creative director; Olga Reyes, creative director; Melissa Gonzalez, account supervisor; Janaile Castillo, account executive; Lissette Gomez, account executive; and Irene Molina, account coordinator.


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