Castells hits a ‘Double’ in Cable Awards.

Castells announced that it won both a Gold Mark Award and an EMMA Award for its Hispanic Time Warner Cable “Help” branding TV spot.

The Mark Awards are presented by CTAM (Cable & Telecommunications Assn. for Marketing) and are cable’s premier marketing competition where operators, content providers and trade service companies submit their top marketing pieces in hopes of achieving the top prize: a Gold Mark Award. The Mark Award is the “OscarÆ” of cable marketing. The EMMA Awards recognize excellence in multicultural marketing and are presented exclusively by NAMIC (National Association for Multi-Ethnicity in Communications).

“This is the fourth Mark award and the third EMMA award we’ve received recently, and I’m very proud of what our agency has accomplished and contributed to the Hispanic cable industry. The Time Warner Cable Corporate folks are amazingly gifted, engaged and collaborative partners with us. This allows us to do great work, that gets results.” said Liz Castells, President/CEO of Castells. “The spot touches on a very simple fact of life: today’s tech savvy kids learn faster than ever and are adept at transferring that knowledge to their parents,” said Carlos Méndez, Partner, Chief Creative Officer.

The TV spot is part of a multimedia campaign aimed specifically at the Hispanic market, promoting Time Warner Cable’s bundled package that includes Digital Cable, Road Runner High Speed Online and Digital Phone all for one low monthly price.

The creative positioning of the campaign “tienes poder” (“The Power of You”) is about personal empowerment solidified by the variety of choices provided by Time Warner Cable. Helping consumers discover solutions that make life simpler, more enjoyable, and better were the key benefits highlighted. The light-hearted spot establishes an emotional rapport with a comedic twist while carrying out the essence of the positioning. The ad’s look and feel build a strong Hispanic brand personality for Time Warner Cable.