AdAge.com presented a Special Report on the 2008 Hispanic Creative Ad Awards. The Best of Show went to Conill for its nontraditional media integration for Toyota. During the telecast of the Copa Libertadores soccer championship, Conill inserted 15-second videos that appeared to be part of the actual game. OK, it’s a breakthrough idea. At the same time, it doesn’t exactly support the contentions of former Association of Hispanic Advertising Agencies Chairman Carl Kravetz. When Tommy Thompson posted a perspective at The Big Tent that argued Hispanic ad agencies rely too much on things like soccer (or fútbol), Kravetz declared, “The only people ‘selling’ these insights [like fútbol] are pretenders to Hispanic marketing expertise.” Um, looks like Conill just scored a major “Goooooooal!”
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