Montemayor y Asociados Has Gold & Silver.

Hispanic marketing agency Montemayor y Asociados took home ‘Best of Show’ and five other top honors for DaimlerChrysler work on Feb. 22 during the 2002 ADDY Awards, the annual regional competition hosted by the American Advertising Federation of San Antonio.

Montemayor won ‘Best of Show’ for its freedom-focused national Jeep TV spot for client DaimlerChrysler. The 30-second commercial, “Rising,” originally was created for the Hispanic-market launch of the new Jeep Liberty last summer, but later was adapted for general-market use. In ‘Rising,’ a Jeep Liberty crosses rugged terrain. Clues begin to give away the location: an ocean below, a spiky crown seen through the vehicle’s windshield. The Jeep Liberty drives straight up a craggy slope at an angle, past a giant hand holding a tablet with Roman numerals. Then viewers realize where they are at the top of the Statue of Liberty.

‘Love of freedom crosses cultures,’ said Diane Jackson, Senior Manager Jeep Brand Global Advertising, DaimlerChrysler Corporation. ‘The universal message of ‘Rising’ allowed it to work for a general market audience, as well is just one more example of the quality work that has kept Montemayor y Asociados as our agency of record for 15 years.’

The agency’s work for client DaimlerChrysler garnered two Gold awards in the National Single Television category, one for ‘Rising’ and one for ‘Family Crest,’ a 30-second Dodge Ram pickup truck spot. ‘Rising’ also won Gold in the Mixed Media category. In ‘Family Crest,’ two brothers drive around their ranch in their Dodge Ram, leaving tracks in their wake. The camera pulls back to reveal the Dodge ram’s head emblem in the ground, as they refer to the crest as their ‘family brand.’ The agency also received a Gold and Silver award in Mixed Media Campaigns for DaimlerChrysler’s ‘Rising’ and ‘Area 51’ Chrysler PT Cruiser ads.

‘San Antonio already is a major player in the Hispanic marketing industry and we’re especially proud that our work made it to the top of all the entries this year ‘ Hispanic or otherwise,’ said Carlos R. Montemayor, president and CEO. ‘We have a talented creative team, as well as fantastic clients who really pay attention to our Big Ideas. Certainly, in today’s corporate climate, agencies with the versatility to produce great creative that can move between cultures and speak to multiple audiences definitely have an advantage.’

Project: ‘Rising’
Client: Jeep Liberty-DaimlerChrysler
Medium: :30 TV, Print
Markets: National (Hispanic & general market)
Production:
ACD/ Copywriter: Arlette Torres
Art Director: John Viriyapunt
Producers: Mike Cevallos, Crystal Fabre
Production: Strom Magallon Entertainment
Awards:Best-of-Show, 2 Golds

Project: ‘Family Crest’
Client: Dodge Ram DaimlerChrysler
Medium: :30 TV
Markets: National Hispanic
Production:
ACD/ Copywriter: Arlette Torres
Producers: Mike Cevallos, Crystal Fabre
Production: Strom Magallon Entertainment
Awards: 1 Gold

Project: ‘Area 51’
Client: PT Cruiser
Medium: Print, TV
Markets: National Hispanic
Production:
ACD/ Copywriter: Arlette Torres
Art Director: John Viriyapunt, Stacy Bowers
Producers: Mike Cevallos, Crystal Fabre
Production: Strom Magallon Entertainment
Awards: 1 Silver

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