Lopez Negrete Communications took its eighth Best of Show; this time for broadcast at the 50th Annual ADDY Awards. In addition, the agency piled on 12 Gold and 11 Silver ADDY Awards and 39 Citations of Excellence. The winning creative will now compete at the American Advertising Federation 10th district level.
The winning Best of Show commercial belonged to longtime agency client, Walmart. As part of the advertiser’s famous “conveyer belt” construct, the winning commercial titled “Tea Time,” opens with a series of products moving down the check-out cashier conveyer belt, including a toy tea set, a princess dress-up outfit, and mouthwash. The next scene is a classic and endearing father and daughter play tea time moment, in which dad satisfyingly informs his daughter that he’s consumed its last drops. The angelic little girl responds by telling her father that she’ll go for more, revealing the commercial’s punch line. The father discovers that the “tea” refills are coming from water in the nearby bathroom toilet.
“Humor is a challenging dynamic to work within,” says Alex López Negrete, President, CEO and Chief Creative Officer, Lopez Negrete Communications. “You must be able to move beyond being purely entertaining to also creating an effective brand message for your client. Our Walmart creative team has been extraordinarily successful all year in delivering Walmart’s value proposition to its customers while also providing solid, differentiating work that include real human interactions that our everyday shopper can relate to.”
“The ADDY Awards continue to be an important creative measuring stick in our industry, and when judges from Los Angeles, Miami, Denver and New Orleans vote your creative as Best of Show, it’s a tremendous honor and it is truly as exciting as your first,” continued López Negrete. “We have a remarkable group of marketing professionals, whose passion and creativity have brought home a total of 61 industry recognitions for seven of our clients recognizing multiple disciplines in our agency. We’re very proud of the diversity from the client and discipline perspective. It’s a good indicator that your agency is hitting on all cylinders and something to be very proud of.”
o In addition to Walmart’s Best of Show for Broadcast, the marketer’s body of work also received three Gold ADDYs, two Silver ADDYs, and six Citations of Excellence.
o Dr Pepper Snapple Group received three Gold ADDYS, and one citation of Excellence, all for the popular Dr Pepper campaign featuring Latino music superstar, Pitbull.
o Sonic Corp. received two Gold ADDYs, two Silver ADDYs, and three Citations of Excellence. Both Gold ADDYS were for the recently launched digital work for the national chain of drive-in restaurants.
o MillerCoors received two Gold ADDYs, two Silver ADDYs, and eight Citations of Excellence, all for the Spring and Summer campaigns created for the Miller Lite brand.
o Bank of America received one Gold ADDY, one Silver ADDY and four Citations of Excellence for broadcast work.
o Kraft Foods received two Silver ADDYs, and eight Citations of Excellence. Television, radio, print and interactive entries for the Kraft Singles and Maxwell House brands brought in the wins for this marketer.
o Lopez Negrete received one Gold ADDY, and two Citations of Excellence in the categories of agency self-promotion.