LOCAL AGENCY WINS TELLY AWARD FOR WORK
WITH BLUE BELL ICE CREAM

   San Antonio-based Roger Christian & Company (RCCO) received a Bronze Telly Award in the category of Regional TV and Multi-Market Cable/Food and Beverage for Blue Bell Ice Cream’s 30-second commercial “Downsizing.” The Telly Awards honor the best in local and regional cable, television commercials and non-broadcast video.
   “When we began to concept this commercial, we knew we wanted to embrace the amazing brand recognition and loyalty that Blue Bell enjoys,” said Christian. “To be recognized for capturing that with the first commercial we developed for the company just makes it all the more rewarding.”
   The 30-second spot addresses the recent trend of companies to reduce the size of their half-gallon cartons by nearly a pint due to the increased price in milk, and features actors dealing with “downsized” products such as rulers, shoes and televisions.
    “We felt that Blue Bell’s insistence to maintain the size of its half-gallon cartons despite current market challenges was the epitome of everything the company represents: devotion to its product and its fans,” said Christian. “It would never occur to a company like Blue Bell to make its cartons smaller and we wanted to bring that message, in a humorous way, to consumers.”
    Receiving more than 13,000 entries annually from all 50 states and countries around the world, the Telly Awards showcases the best work of the most respected advertising agencies, production companies, television stations, cable operators, interactive agencies, corporate video departments and web content. 2008 Telly Winners include Harpo Studios, PBS, Sports Illustrated, Warner Bros. and NASA Television.