Lowe Takes Grand Prix; U.S. Agencies Garner 6 Gold Lions
CANNES–Lowe Howard-Spink in London won the Grand Prix at the 46th International Advertising Festival for “Litany,” a commercial for The Independent newspaper. Several jurors, including jury president Keith Reinhard, said the choice may surprise many because
the ad is more thoughtful than past Grand Prix winners, which have tended to be irreverent and quirky.
“Litany” contrasts a voiceover that lists a number of things you “shouldn’t” do, such as “Don’t talk,” “Don’t be fat,” “Don’t masturbate,” and “Don’t do drugs,” with black-and-white images of people breaking those rules. The spot ends with a man reading The Independent to illustrate that the newspaper’s readers resist being told what to think.
Reinhard and Nina DiSesa of McCann-Erickson, the only U.S. film juror, said the panel’s selection sends a statement: “There were other choices that probably would have been more popular, but it was the smartest, most thoughtful and most moving of the group,” said DiSesa.
Cliff Freeman and Partners’ outrageous campaign for Outpost.com, a favorite among delegates, was a strong contender for the prize, sources said.
After arriving at the shortlist of medal contenders, Reinhard asked the 20 jurors to pick up to three potential winners on Friday, a piece of advice he acquired from Jean Marie Dru, last year’s jury president. By elimination, the group settled on two potential winners within five minutes. In another 20 to 25 minutes, a remarkably quick pace, the group had a winner.
Of the 4,757 commercials entered, the jury awarded 102 Lions; 23 golds (including the Grand Prix), 31 silvers and 48 bronzes. The number of Lions given dipped from last year’s 125, but the jury was more generous overall than in the three years prior to ’98.
U.S. agencies won six gold, seven silver and nine bronze awards. Wieden & Kennedy in Portland, Ore., won two golds for its Nike “Training” campaign. The agency won a single gold for “Meat,” which shows a boy squeezing blood from a steak onto his soccer ball to entice neighborhood dogs to chase him, and a campaign gold for six additional “Training” commercials.
Cliff Freeman, New York, won a gold for a Hollywood Video commercial in which a customer inquiring about a video gets a special sell from “Don” (the spot’s title), a movie trailer announcer who gives them a baritone synopsis.
J. Walter Thompson, New York, won a gold for a Kellogg’s Raisin Bran Crunch commercial, “Slackers,” which shows a group of roommates who wake up only to eat cereal before going back to bed.
DDB won a gold for two Budweiser commercials (“Open Road” and “On the Road Again”).
The U.S. silver winners: DDB, Chicago (“Lobster” for Budweiser); BBDO, New York (“Alonzo’s” for Pepsi); Bozell Worldwide, Southfield, Mich. (“Treacherous Terrain” for Jeep Grand Cherokee); Fallon McElligott, New York (“Fountain” for Conseco); Hill, Holliday, Connors, Cosmopulos, Boston (“Chase” for Dunkin’ Donuts); Cliff Freeman (“Feet” for Foxsports.com); and Crispin, Porter & Bogusky, Miami (anti-smoking campaign for Florida).