Best Local Television Commercial (2001)

Fiesta Mart

What with so many different local businesses from which to choose, we avoided the temptation to go with any guy holding up a wad of cash; a man wearing a bean bag chair; two dapper fellows who knock knuckles over clothing prices; a self-described "crazy" man with a double-billed baseball cap selling cars; a chef flailing his arms out of sync with classical music; any tough, smart lawyers; and the hand surgeon whose daughter is growing right before our eyes. No, we decided to go for an advertisement campaign featuring local chefs promoting the fresh produce at Fiesta Mart. The ads were practical in that they passed along cooking tips, with chefs from restaurants we know right here in the Bayou City. The commercials looked professional. The lighting and audio were good, unlike so many local commercials, and it didn't overuse character-generated text or fancy but unmotivated special wipe effects or loud, repetitious slogans. In other words, these commercials actually respected the viewer.

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