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CANNES, France—Ogilvy & Mather Johannesburg picked up the Radio Grand Prix at Cannes this evening for “The Sad Man Meal,” an angst-ridden trio of ads in which men lament universal moments of first-world sadness.
To a doleful piano, complaints include dropping your phone on your face while reading in bed, seeing ex-girlfriends laugh and being asked to repeat punchlines.
Each ends with “When the limited-offer KFC Double-Down Meal goes off the market on the ninth of January,” which a therapeutic voice concedes is “without a doubt the saddest thing of all.”
Listen to the three ads here:
“Despite all the technology and digital tools we have today, radio is the land of copywriting,” said Radio jury president Mario D’Andrea, president and chief creative officer of Dentsu Brazil.
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