McDonald's Corp. and Comcast, along with
their multicultural ad agencies Burrell and Grupo Gallegos, were the big winners
at the Association of National Advertisers' annual Multicultural Excellence
Awards on October 5.
McDonald's and its African-American shop, Burrell, picked up the prizes for both
the best African-American work and for the multicultural campaign with
exceptional results at the ANA's Multicultural Marketing & Diversity conference
at the Arizona Biltmore in Phoenix. In the African-American spot "Mom's
Trust," a little girl asks her father, who takes her to McDonald's and buys her
mother flowers, what makes him happy, and he replies "Making my girls happy."
The spot was a way of connecting with mothers - even though the mother is never
seen in the spot - and of including an African-American male, who is often
omitted or ignored in advertising, said Priscilla Aviles Jamison, senior
director, McDonald's U.S. marketing ethnic brands/creative.
McDonald's and Burrell also picked up the prize for exceptional results with the
"McNuggets Love" TV and radio campaign, featuring a man who sings a song about
the secret he knows about a woman - that she secretly sneaks off to buy and eat
McNuggets. Sales increased by 20%.
"We had so much fun with this campaign," Ms. Jamison said. "Burrell really
brought this idea to us. It's about taking a risk. We knew we were
messing around with an icon of McDonald's."
The campaign was a new way to talk to adults about McNuggets, often seen as a
product for children, she said. The ads were so successful that they ran
in the general market, too, as well as digitally and on McDonald's
African-American-targeted website, 365black.com.
Comcast and its Hispanic agency, Grupo Gallegos, were also double winners,
taking home the award for best Hispanic work for the TV campaign "Subtitles" for
Spanish-language cable package CableLatino, and the ANA's first-ever radio award
for the radio version of "Subtitles." Last month the CableLatino campaign
also won a Gold TV award and a Gold Integrated Campaign award at Ad Age's
Hispanic Creative Advertising Awards (the Comcast TV and radio spots can be
played here).
In the TV spots "Most Wanted" and "Food," important information during an
English-language news broadcast about a dangerous escaped criminal and poisoned
food are obscured by Spanish subtitles that hide the felon's photo and the
picture of the toxic products. The campaign's theme is "When you don't
watch TV in your own language, you lose a lot of the story." The radio
spots are stirring mini-dramas that are interrupted by the actors reading the
punctuation marks as part of the dialogue.
The Asian-American award went to the California Department of Health and the A
Partnership for a spot showing killers such as black widow spiders and mamba
snakes along with the deadliest predator of all: Big Tobacco. The images
were accompanied by the message, "Your family needs you more than you need a
cigarette."
The award for best digital work was won by Allstate and Lapiz for a digital
soccer game with the theme "Protection is our game." The prize for best
general-market work displaying diversity went to Miller Coors and Saatchi &
Saatchi for the humorous spot "Warehouse," featuring African-American actors.
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