U.S. Dominates Film Shortlist

CANNES, FRANCE The U.S. led the field with the most commercials on the film shortlist at the International Advertising Festival today, garnering 162 of the 551 spots from 36 countries.

DDB had the most American ads on the list, 36, followed by BBDO’s 13. The U.K. had the second-highest number of nominations, 77, followed by Canada’s 54.

Most delegates’ favorites, including “Mountain” for Sony PlayStation 2 by Omnicom Group’s TBWA in London and “Sense” and “Everyday” for Honda U.K. from Wieden + Kennedy in London, made the list.

Among the U.S. entries, DDB Chicago won the lion’s share of nominations, 27. Twenty-four of those were for the Omnicom shop’s work for Anheuser-Busch’s Budweiser and Bud Light brands, including “Mr. Silent Killer Gas Passer” and “Mr. Really, Really Bad Dancer,” which offer paeans to overlooked “Real Men of Genius.” The shop was also nominated for two McDonald’s ads, “Dryer Sheet” and “Surfaces,” and an ad for Boise Office Solutions, “Motivational Poster.” DDB Los Angeles won a nod for “Pick Up” on behalf of the Partnership for a Drug-Free America, and the shop’s New York office was recognized for two New York Lottery spots, “Own the Team” and “I’m Here to Buy.” The Seattle office garnered six nominations for its Gill Foundation ads. DDB’s global network earned 91 total nominations.

BBDO in New York picked up 12 of the Omnicom shop’s 13 nominations: eight for its FedEx spots, including “Drama,” showing officer workers trying to inject drama into mundane situations; and one each for “Swimsuit” for AOL, “Lassie” for GE, “Fireman” for the New Jersey Devils and “Help” for Snickers. The Snickers spot shows a man calling for help when all he needs is the remote. BBDO’s San Francisco office made the list for “Quotes,” an ad for the Youth Leadership Institute. Worldwide, BBDO picked up 33 nominations.

MDC Partners-backed Crispin Porter + Bogusky in Miami, Havas’ Arnold in Boston, Publicis’ Fallon in Minneapolis and New York, Interpublic Group’s Lowe in New York and Omnicom’s TBWA\Chiat\Day in Playa del Rey, Calif., and San Francisco, Calif., each received seven nominations.

This year the U.S. submitted 1,177 commercials among the total of 5,081 entries in the film category, up 11 percent from 2003. Winners will be announced during a gala on Saturday.