Creative

San Antonio-based Bromley Communications won 14 ADDY awards hosted by the San Antonio chapter of the American Advertising Federation (AAF). The agency took home a total of seven Gold, five Silver and two Bronze ADDYs for its ground-breaking work on Circuit City, Procter & Gamble, Coors Light Brewing Company and Continental Airlines.

Miami-based COD was the most awarded agency at the Miami ADDYs, winning Best of Show in the Television (non-English) category for its Volkswagen Touareg spot titled “Rear View”, as well as eight Gold and eighteen Silver Awards for its other print, TV and radio pieces.

American Honda Motor Co. Inc. launched the first U.S. Hispanic national advertising campaign for its first truck entry, the Ridgeline. The original :30 TV spot, which is titled “Kingdom,” print ads and out-of-home ads were created by Honda’s Hispanic Agency of Record, La Agencia de Orci & Asociados.

Hershey’s new line of candy launched under the moniker of “La Dulceria Thaila” is now out and available at a vending machine near you. Thalia is a very well known Mexican star, roughly the Hispanic equivalent of Britney Spears.

General Motors Corp. announced the launch of “Sólo GM” a new corporate advertising campaign targeted to the U.S. Hispanic market. “Sólo GM” highlights the company’s leadership in areas including safety and security, innovation, quality and customer satisfaction.

ALTHOUGH CREATIVE TALENT HAS LONG been at the center of most traditional agencies, online advertising has spurred a shift in the balance of power between creative and media. Thousands of online publishers and their myriad of potential placements create an overwhelming array of media options. Through strategic planning and data-driven optimization, media planners now play a critical role in the success of most online advertising efforts.

Casanova Pendrill announced the launch of a new Microsoft Xbox Hispanic television advertising campaign beginning November 22, 2004. The effort consists of a :30 TV spot “Glider” which emphasizes the value of the Xbox bundle in the spirit of great holiday gift-giving for the entire family.

Conill Advertising announced the launch of its first Spanish-language television campaign for T-Mobile USA. Consisting of two television 30-second spots, the campaign, which launches this week, utilizes smart humor as a way to reach the much coveted Hispanic market, and support the company’s Family Plan and Whenever Minutes.

The ads focus on the value of State Farm and how it feels to have an agent on your side to immediately begin recovering from the unexpected. These spots illustrate the personal care State Farm customers experience and feature real agents telling true stories of how they helped policyholders when they were most needed.

Three in four Americans are turned off by commercials, but even more are tuning them out. According to the second annual Emergence Slogan Survey, which tested consumers’ recall for some of the most familiar product tag lines, an overwhelming number of Americans were unable to identify even the most familiar slogans, despite the fact that corporations spend millions and millions of dollars to create and communicate these prominent brand identifiers.

Ad Age and the Association of Hispanic Advertising Agencies held their annual creative competition awards ceremony of Friday October 1, 2004. The competition and the event demonstrated the high level of creativity and resentfulness of the Hispanic Market’s creative teams.