HY Cite Wins International Creative Award for Royal Prestige Spanish Television Spot
Hy Cite Corporation’s “Transiciones (Transitions)” Spanish television spot for Royal Prestige Cookware was recently recognized by the 2007 Hermes Awards. The execution was awarded a Platinum award, the highest honor in the competition, which is presented to the most outstanding entries.
The television spot developed by Hy Cite’s Hispanic agency of record, The San Jose Group, departs from the traditional cooking demo, infomercial approach most commonly used in the cookware category. Created with a highly stylized, retro-chic appeal, the spot places Royal Prestige pots and pans center stage as glimmering props held by perfectly coiffed female dancers who twirl and glide to an infectious Latin beat. Visually appealing recipes are showcased and morph seamlessly into the dancers. The spot ends with a toll-free number and the tagline, “Cocina al Máximo” (Cook to the Max).
The Hermes Awards is an international competition that honors the messengers and creators of traditional and emerging media by recognizing excellence in terms of creativity and hard work. This year’s competition received more than 3,500 entries from the United States and around the world. The Hermes Creative Awards is administered and judged by the Association of Marketing and Communication Professionals (AMCP).
Since the San Jose Group’s official appointment to manage Hy Cite’s Hispanic marketing efforts, unification and centralization of the company’s core message among all nationwide distributors of Royal Prestige has been of high importance. This branding television spot was created to help put a face on Royal Prestige to pre-sell the customer and make the sales force’s job even easier.