Hasta La Creative!

Ad Age: What is the best work from the U.S. Hispanic market?

Mr. Osuna: Volvo’s “Hijacking Car Service” from We Believers [in which Volvo offers car buyers going to a rival’s dealership a ride there in a Volvo]. It’s clever and simple, the kind of idea you wonder why it is that no one had it before. The Mexico Tourism Board’s “Snow Graffiti” [messages about beaches written in snow during Chicago winter] from Lapizsimple, smart, inexpensive and engaging. The California Milk Processor Board’s “Brave” spot from Grupo Gallegos [showing a boy who grows up to be a firefighter reminiscing over a glass of milk]. Beautiful TV spot, produced the right way, with a lot of love for the copy.

Ad Age: What would make Cannes better?

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