Are Cannes Lions Grand Prix-Winning Ads Effective? A Study Says No, Unless It’s a Tide Ad

But Gold winners? They’re, er, gold

David Harbour hugs group of older people playing tennis in white shirts for Tide ad.
David Harbour stars in Tide's Super Bowl campaign, which played with many ad tropes. Tide

CANNES, France—Congratulations, you’ve won a Grand Prix. But is it as effective with consumers as it is with an esteemed panel of creative superstars? A study gauging the effectiveness of Cannes Lions winners may temper the elation of those taking home the biggest prize out there—the Grand Prix—but Gold winners make an impact with consumers.

@zanger Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.