HEINEKEN USA
RECOGNISED
FOR EXCELLENCE
AT AWARDS
advertjsgKj
Hispanic
creative
advertising awards
2004
OCTOBER 1st 6:30 PM fcV/WT
OCTOBER 1st 6:30 PM
EL MUSEO DEL BARRIO
Heineken USA and The Vidai Partnership, its advertising agency
for the Hispanic market, were the big winners at Advertising
Age's 6th Annual Hispanic Creative Advertising Awards, held at
the Museo del Barrio, in New York City, winning three awards for
its marketing ingenuity and cross-cultural appeal. Advertising
Age, in cooperation with the Association of Hispanic Advertising
Agencies, honors the best Hispanic-targeted advertising across
television, radio, newspaper, magazine, out-of-home, direct
marketing and interactive media at this yearly event.
Heineken received top recognition at the Awards, winning Best of
Show for its 2003 TV spot, "Blackout." The imaginative "Blackout"
spot was inspired by the East Coast blackout of summer 2003 and
the memories that many Hispanic immigrants have about power
shortages in their native lands. The spot features two individuals
with unmistakable Dominican accents speaking about the basic
necessities that have to be kept cool while without power for the
refrigerator; Heineken was at the top of that list, surpassing milk!
Heineken received a Silver Award in TV for its 2004 "Master of
Languages" spot, which stemmed out of its award-winning radio
campaign, highlighting the diversity of the Hispanic world. In this ad,
Hispanics of many nationalities - including Mexicans, Argentines
and Dominicans - order their favorite beer at a bar, using slang of
their native countries. The bartender answers them all with
bottles of Heineken, with the title "Master of Languages" flashing
over the screen. Heineken also won a Gold Award in radio for its
2004 "Telegrafico" spot, which features basic monosyllabic "hang
out" dialogue common among some young men, with a typical
Spanish-language anchorman voiceover translating their speech
into a language others outside this subgroup can understand.
"We are proud of the creative relationship with The Vidal
Partnership, in supporting and understanding the needs and
aspirations of Hispanics across the United States," said Marime
Riancho, Brand Manager for the Hispanic Market, Heineken USA.
PAGE 48
