San Antonio-based Roger Christian & Company (RCCO) received a Bronze Telly Award in the Food and Beverage category for Blue Bell Ice Cream’s 30-second commercial “First Taste.” The Telly Awards honor the best in local and regional cable, television commercials and non-broadcast video. This is the second Telly Award for Blue Bell and RCCO, who received a Bronze Telly Award in 2009 for its commercial “Downsizing.”

“First Taste was designed to be used primarily in newer Blue Bell markets,” explains Christian. “We wanted to convey to consumers who had never tried Blue Bell, that their first taste would make a lasting life long impression.”

The 30-second spot encourages viewers to indulge in a series of nostalgic memories, including “the first time you soloed on two wheels,” “your first love,” and of course that first taste of Blue Bell Ice Cream.

“We are very proud of "First Taste," which happens to be our second Telly award-winning commercial this year,” said Blue Bell Creameries Advertising Manager, Jim Hayhurst. “Roger Christian and Company along with Los Angeles film producer Jerry Cotts did a tremendous job making the beautiful scenes portrayed on the storyboard come to life.”

Blue Bell also prepared a Spanish-language version of the commercial, using different actors to play the parts of the little boy sitting on the front porch and the elderly gentleman at the end of the spot. These final scenes were also shot in a different location, on the tiled front steps of a terracotta-hued stucco house in a residential neighborhood in San Antonio.

This is the second Telly Award for the Roger Christian and Blue Bell Creameries collaboration. The 30-second spot “Downsizing” also won a Telly Award in the 2008 competition.

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 National Geographic, Harpo Studios, PBS, Sports Illustrated, Warner Bros. and NASA Television.