Monday, June 28, 2010

Lapiz Wins Two Gold Lions for Bounty and U.S. Hispanic Market

CANNES, France ( -- In the only Lions so far for the U.S. Hispanic market, Leo Burnett's Latino agency Lapiz won two Gold prizes this week at the Cannes Lions International Advertising Festival for a radio spot called "Battle" for Procter & Gamble's Bounty paper towels.

The radio spot mimics the sound of battle by choosing the names of food that can be pronounced or chanted to suggest soldiers marching, artillery fire and aircraft taking off, and ends with the tagline "For the cleaning battle in the kitchen, choose Bounty."

Lapiz created the spot in Spanish and English versions, to run on Spanish-language and bilingual radio stations.* The English-language spot starts with the words "jam, jam, jam, jam" chanted to sound like marching feet. The word "pizza" whizzes by like a missile, and there is the "rat-a-tat-tat" of ratatouille and the whining sound of aircraft taking off for wine.

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