Media, Direct Shortlists Named

CANNES, FRANCE Twenty-two out of 109 U.S. media submissions to the International Ad Festival made the shortlist here today. Universal McCann, The Media Kitchen and Crispin Porter + Bogusky got the most nods of the American entries, with three apiece.

Interpublic Group’s Universal in San Francisco is under consideration for its Microsoft work for MSN Direct and Windows XP Media Centre Edition; its New York office, for a Johnson & Johnson effort. The Media Kitchen, the New York media arm of MDC Partners-backed Kirshenbaum Bond + Partners, made the shortlist twice for a USA Network effort and once for Song Airlines.

CP+B’s work for AeroMexico, the Mini Cooper and Burger King also qualified. For BK, the MDC Partners-backed shop created a Web site (subservientchicken.com), where a person in a chicken suite acts out commands entered by users.

Mediacom advanced for Reebok’s “Whodunit,” an integrated effort that encouraged consumers to piece together clues to discover which NBA star committed a crime “Above the Rim.” The New York-based Grey Global Group media shop also got a nod for a Red Stripe Jamaican Lager execution.

The multi-faceted Beta-7 campaign for Sega’s ESPN NFL title from independent Wieden + Kennedy is another shortlisted entry. Using a mix of Web sites, targeted e-mails, wild postings and traditional print and TV spots, the campaign by the New York shop tells the story of a fictional game tester, Beta-7, who begins a crusade against the launch of the game because he says it makes him black out and start tackling people.

Other agencies included on the shortlist are: Publicis’ Fallon in Minneapolis, Havas’ McKinney + Silver in Raleigh, N.C., Omnicom Group’s DDB in Chicago and Publicis’ Starlink Worldwide in Chicago for Ted Airlines, Audi of America, Unilever’s Degree and Heidelberg, respectively. Ogilvy & Mather’s American Express “Adventures of Seinfeld and Superman” Webisodes are being considered, as are two Lexus campaigns from Publicis’ Team One Advertising.

For the Direct Lions, eight campaigns out of 134 U.S. entries advanced.

WPP Group’s Ogilvy also was a direct qualifier for the American Express Webisodes. Its New York-based siblings OgilvyOne and Wunderman are being considered for American Red Cross and IBM efforts, respectively.

Digitas in Boston made the list twice for Jazz Musicians Emergency Fund, as did Omnicom’s Rapp Collins Worldwide in Irving, Texas, for Direct Energy. Publicis’ Leo Burnett in Chicago got the nod for Procter & Gamble’s BeingGirl.com.

Overall, 141 of 875 media submissions made the shortlist, and 128 of 1,209 direct entries advanced. The winners will be announced tomorrow night at an awards ceremony at the Palais des Festivals.