Nike's 'Play' Pays Off for Wieden

CANNES, France — Nike’s “Tag,” out of Wieden + Kennedy in Portland, Ore., beat out another spot based on a “Play” theme-the heavily favored Xbox “Champagne” from Bartle Bogle Hegarty-for the film Grand Prix at the 49th International Advertising Festival here last week.

In addition to Xbox, three other gold Lion winners were favorites in the jury room and, in the early hours of deliberations on Friday, earned enough votes to be considered Grand Prix-worthy. Those contenders were Levi’s “Odyssey,” from BBH London, which features a couple crashing through walls; Reebok’s “Sofa,” by Lowe, London, in which a man’s couch comes to life; and a Fox Sports campaign from TBWA\ Chiat\Day, San Francisco, that warns, “Beware of things made in October,” to tout Major League Baseball playoffs.