CLIO Best Hispanic Market


In 1987, advertising woman, Sara Sunshine won the first Clio Award given for work in the new category of the “Hispanic Market.” Sunshine won the award for a Pepsi commercial titled “Drummer,” that she wrote while at Siboney Advertising in New York. By the time, she recieved this reconition of her work, she was a seasoned veteran of advertising and one of the earliest women to hold a leadership role at Hispanic agencies.

Sunshine began her career in advertising with Publicidad Siboney in Havana, Cuba in the 1950s and then immigrated to New York where she joined the newly-formed SAMS, Spanish Advertising and Marketing Services, in 1962. The fledgling agency, created by Luis Diaz Albertini, had four staff, all Cuban refugees. At SAMS, Sunshine quickly assumed all of the duties of chief creative officer and then some, from writing copy and directing art to producing radio and print advertising. She even did market research. She would later co-found Siboney Advertising in New York and then join Bravo Advertising in the late 1990s. The Clio Award testified to her creative work but it also symbolized the rising importance of Latino/a consumers and Hispanic advertising as a unique field in the United States.

The Clio Awards date to 1960, when American TV and Radio Commercials Festival awarded the first ones for outstanding advertising in broadcasting. The golden statuette, reminiscent of Hollywood’s Oscar but designed in the late 1950s by African-American graphic artist and advertiser, George Olden. In later decades the award would become known as the “Oscars of advertising.” Advertising has always been more than a way to communicate and sell things; since its earliest years, it has also been a commercial art form and a craft. Awards such as the Clio have been important ways for advertisers to judge and reward the most innovative, effective, and creative work in the field.

Date Made: 1987

Subject: Latino


See more items in: Work and Industry: Retail and Marketing, Advertising

Exhibition: American Enterprise

Exhibition Location: National Museum of American History

Credit Line: Gift of Sara Sunshine

Data Source: National Museum of American History

Id Number: 2015.0209.15Catalog Number: 2015.0209.15Accession Number: 2015.0209

Object Name: award

Physical Description: copper-alloy (overall material)metal (overall material)golden (overall color)Measurements: overall: 14 1/2 in x 6 5/8 in; 36.83 cm x 16.8275 cm


Record Id: nmah_1762861

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