Creative

Lopez Negrete Communications, Inc. earned 56  American Advertising Federation – Houston chapter awards, two of which were “Best in Show,” in the Digital and Broadcast categories, respectively. 2015 marks the eleventh consecutive year that the agency has earned “Best in Show’ awards, with this year being the first year it takes home top honors in two categories.

Grupo Gallegos announced two additions to its creative department, Associate Creative Directors Sharon Cleary and Franz Río de la Loza.

By Gonzalo López Martí / LMMIAMI.COM

Some people believe announcers make a lot of money. It is not the norm but in some cases it is quite true. When an announcer –aka voice over artist or voice over talent- is chosen to be the velvety voice of a national brand and lands an exclusivity contract, he or she can see their income skyrocket in exchange for relatively little work.

Lapiz announced Carlos ‘Ia’ Murad as its newest creative director.

Orcí announced the launch of its space themed, dream encouraging, digital, social and experiential campaign for the 2015 Honda CR-V. In the new CR-V ad supporting Motor Trend’s 2015 SUV of the Year, Orcí taps into important consumer insights about parents and quality time with kids. Serving up a serious, but inspirational spot featuring an ambitious little girl, Orcí aims to empower parents to prioritize their children’s dreams by maximizing time spent together in car rides.

Disclaimer: I have NOT seen USA Today’s or AdAge’s ad trackers. I didn’t want my opinions to be biased.
Disclaimer 2: you’ll notice I’m not including all the commercials in the list below. As I said, I wrote this piece under the premise of totally unaided recall.
Disclaimer 3: the names I’m giving to each spot are made up by yours truly for reference only.

By Gonzalo López Martí / LMMIAMI.COM

No, I did not watch the Super Bowl. I have actually never, ever watched the Super Bowl. To help you understand why the Super Bowl is just a cultural challenge too far for me as a Johnny Foreigner, I refer to John Oliver’s brilliant explanation on David Letterman’s show last week.

The combination of technical and creative expertise has become necessary to work in digital marketing departments, but how will that change the future of digital marketing?

KFC has launched a new Hispanic broadcast initiative geared toward bringing the slow and savory back into lunch with KFC’s “$5 Fill Ups.” Airing nationally through January 18th, KFC is helping adults; including Billennials (Hispanic millennials) indulge with five lunch alternatives that offer an abundant value.

The series will begin airing on the Qué Rica Vida YouTube channel on January 8, 2015 and will continue through Mother’s Day, with a new episode available every other Thursday.  

Toyota has teamed up with actor William Levy to create the first-of-its-kind, choose-your-own adventure video on Instagram with the bold new 2015 Toyota Camry.

Lapiz, a Chicago-based advertising agency for emerging cultures, promoted Lizette Morazzani to creative director.

Coca-Cola’s Hispanic holiday campaign “Haz a Alguien Feliz” aims to tug at heartstrings and create a chain of acts of kindness. The nationwide campaign, launched on Dec. 4, encourages the Hispanic community to do a small act of kindness for someone in their life.  The acts are meant to be small, yet meaningful: helping a neighbor carry their groceries, bringing galleticas to the office, or watching mom’s favorite novela with her. The campaign encourages participants to post pictures of their small acts of kindness to Twitter, Instagram and Facebook using the hashtag #HazAlguienFeliz to create awareness and motivate others to participate.  By Alba Adamo, Group Director of Hispanic Marketing Coca-Cola

Wheeler joins la comunidad from Grey New York where he led the Volvo North America business as Executive Creative Director.

The Story

Recently, a 30-second AT&T television ad, “Vivir Sin Compromisos,” caught my attention. It shows young, appealing, Latinos talking about themselves and reacting to the company’s cellular service.

What makes this ad stand out is that the actors speak in English, Spanish and mix of the two — Spanglish.

Because of that, we wanted to understand how the ad resonated with Spanish-Preferred Hispanics, English-Preferred Hispanics and Bicultural Hispanics, so we tested it.  By Mario Carrasco / partner, ThinkNow Research

Few film producers have a resumé as impressive as Ed Rivero’s. He’s as crossover as it gets. He worked years with the most powerful players in Hollywood (Ridley & Tony Scott ring a bell? Quentin f*****g Tarantino?) yet he saw a business opportunity in the Hispanic market and jumped in with both feet. These days he runs one of the coolest production companies in our industry, LA-based Cortez Brothers. His roster of directors reads like the wet dream of a creative with Cannes ambitions.  By Gonzalo López Martí – LMMIAMI.COM

Alberto Slezynger doesn’t need much of an introduction, his and his company’s name, Personal Music, are top-of-mind in our industry. He sold millions of records and filled stadiums with his band Daiquiri back in the day. We’ve certainly heard his tunes. A lot. But have we heard his life’s story and his opinions? Voilá.  By Gonzalo López Martí – LMMIAMI.COM

Over the last several years the Festival Iberoamericano de la Publicidad (FIAP) has encountered a shrinking fan base and competition from other more important and targeted creative awards programs in Latin America and the US Hispanic Market. 

Claure, the first foreign-born Latino CEO in the history of the U.S. to lead a telecommunications company, is very committed to engaging and connecting with the Hispanic consumer, and this is the focus of the brand’s next advertising campaign set to hit the air during the Latrin Grammys.

Pablo Buffagni, Creative Director and Head Chef at BBQ Agency, has just been honored as the best US Hispanic Creative Director at El Ojo de Iberoamérica awards 2014, based on the creative work he led before the recent launch of his new agency. He had won last year as well, while working for Grupo Gallegos, and in the past when we was at Conill Saatchi & Saatchi and Bromley.