CHICAGO (November 30, 2006) — SPAM first-ever U.S. Spanish-language television commercial, “Balloons,” has been honored by the 2006 MarCom Creative Awards.
The :30 execution, developed and produced by Hormel’s Hispanic advertising agency of record, The San Jose Group (SJG), won the prestigious Platinum Award, the highest recognition within the competition. It was selected from among 5,000 entries in the U.S. and throughout the world.
The winning spot launched in Los Angeles on August 14, 2006 and marked the iconic brand of luncheon meat’s debut into Spanish-language television in the U.S. Its title is a reference to engaging “thought balloon” affects that appear throughout the commercial. The “balloons” encapsulate visions of delicious meals prepared with SPAM, which two lead male characters proceed repeatedly to steal from one another in an action-packed chase scene throughout a modern, downtown setting. The commercial’s high-energy, urban appeal set out to solicit a curiosity of SPAM among Hispanic consumers as an incentive to trial.
“We are extremely proud of the honor that comes with this award because this commercial is an example of a total collaborative effort between agency and client. We built the case for taking more of a non-traditional approach, and the SPAM brand team ran with it. Even more importantly, early tracking is showing a definite lift in awareness and market impact,” said George L. San Jose, president & COO of SJG.
About MarCom Creative Awards
The MarCom Creative Awards is an international awards competition that recognizes outstanding achievement by marketing and communications professionals. It is sponsored, administered and judged by the Association of Marketing and Communications Professionals. Platinum winners are recognized for their excellence in terms of quality, creativity and resourcefulness.
About The San Jose Group
Incorporated in 1981, The San Jose Group specializes in developing innovative marketing communications solutions that connect brands and consumers to their core purpose. The agency is the anchor to The San Jose Network, Ltd., the largest group of marketing communications agencies serving U.S. Hispanic and Latin American markets. For more information, visit www.thesanjosegroup.com.