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Texas Shop Wins Imagen for 'Conexion' Ad

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DALLAS Creative Civilization has won an Imagen Award for a TV spot that introduced Conexion, the bilingual weekly of The San Antonio Express-News, the agency said.

Held recently in Beverly Hills, Calif., the Imagen Awards recognize the positive portrayal of Latinos in the media and seek to increase awareness of Hispanic representation at all levels in the entertainment industry.

Creative Civilization, a San Antonio independent, won in the category of best on-air advertising for a 30-second commercial that broke in May to support the launch of Conexion. The new Hearst publication offers news, sports and entertainment articles directed at the estimated 1 million Hispanics living in the greater San Antonio area.

The winning spot, "Perez," features six San Antonians pronouncing the same name differently to demonstrate the various levels of acculturation present in the city, the shop said. The line "Different. Yet connected" was incorporated into the bilingual campaign, which included print, radio, bus wraps and outdoor advertising.

"The agency is especially proud of this award because not only are we helping our client promote their product, we also take great pride in contributing to the positive portrayal of Latinos," said Al Aguilar, agency chairman and CEO.

Other Imagen Award winners included The George Lopez Show for best prime-time comedy series and American Family for best prime-time drama series.