Creative

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.

Pizza Patron announced that it has unveiled its long-term branding strategy in the company’s first TV spots which started airing on August 16. The campaign includes TV, radio and print collateral.

Several leading highway and auto safety groups sent a letter today to G. Richard Wagoner, Chairman, General Motors Corporation (GM), protesting the widespread, primetime airing during the Olympic Games on network television of an advertisement for the company’s 2005 Corvette.

Southeast Toyota Distributors, LLC (SET) unveiled this week its new television spot for the Scion brand entitled “tC and the Scion Garage Band.”

Pablo Buffagni, Creative Director at Conill Los Angeles, has been elected the new president of the Circulo Creativo for 2004-2005.

National Olive Garden television commercial, called “Sharing,” was strategically created to focus on the importance that Hispanics place on family and sharing special times together. Compelling research shows that Hispanics consider family the main priority in their lives, and Olive Garden’s new spot highlights an environment in which the family can enjoy each other’s company and a great dining experience, in a comfortable, home-like setting. The storyline is synergistic with the national Hispanic tagline “Aquí estas en casa” (“Here you’re home”).

Linda Lane Gonzalez, president and founder of VIVA Partnership, Inc., announced the appointment of Patricia Daumas as Senior Creative Director.

Santiago Vega just walked away from an accident. He hears people talk but it all sounds like foreign language to him. Meanwhile, Mr. Rodriguez is literally invisible to the rest of the World because he doesn’t have an extensive driving or insurance history. Rodriguez and Vega’s ailments disappear when they talk to a Nationwide agent.