CHICAGO (August 31, 1999) — San Jose & Associates, Inc. has been named the Category Winner for Newspaper Advertising by Ad Age’s first-ever Hispanic Creative Advertising Awards. The announcement was made during The Association of Hispanic Advertising Agencies’ 7th Semi-Annual Conference, which took place in Chicago August 26 – 28, 1999.
Over 600 entries were submitted in the historical competition. SJ&A was selected for its print execution for the supermarket chain, Dominick’s Finer Foods, commemorating Mexican Independence Day. The ad was chosen for its simplicity and unique message aimed at the Mexican-American community.
The headline incorporates the colloquial Mexican saying “Un Buen Dia Para Mostrar La Mazorca,” meaning “A good day to show your smile.” The literal understanding of the Spanish headline is “A great day to show your corn cob.”
This play on words is supported by an image of a bright, yellow “smiling” corn cob, with the two ends manipulated to bend upward and resemble a smile. The copy demonstrates Dominick’s joy and honor of celebrating this day with the community, promising the greeting of a friendly smile and fresh products when visiting the store.
“It is an honor to be recognized among a group of such talented people whom I admire and highly respect,” said George San Jose, president and creative director of SJ&A, who is also a member of AHAA’s board of directors and co-host of the conference. “As always, our main goal is to meet our clients’ growth objectives; however, receiving awards such as these are added bonuses that motivate us to continue producing the best creative possible,” added San Jose.
SJ&A also received an Honorable Mention in the Public Service category for “Doctorcita,” a television commercial about prostate cancer awareness for the American Cancer Society, Illinois Region.
About The San Jose Group
Incorporated in 1981, San Jose & Associates, Inc. is a full-service advertising, marketing and public relations agency that specializes in the Hispanic and non-Hispanic markets of the U.S. and Latin America. Headquartered in Chicago, the firm serves as the anchor for The San Jose Network, which specializes in strategic cross-cultural marketing and advertising across domestic and international markets.