Creative Cannes: Creme De La Creme

From The Wacky To The Sublime, Lion Winners Take The Cake
Led by a jury president who often quotes the words of Bill Bernbach–DDB Worldwide’s chief executive officer Keith Reinhard–the Film and the Press & Poster juries of the 46th International Advertising Festival at Cannes chose substance over style, particularly when it came to picking a film Grand Prix.
With thoughts of the millennium hanging heavy over the 20 members of the film jury, the Grand Prix was awarded to a commercial that, according to Reinhard, sent a message about what the future of advertising should be–thoughtful, insightful and aspirational. The spot for the newspaper The Independent, created by Lowe Howard-Spink, London, is about the freedom of choice (left); it beat out Cliff Freeman’s Outpost.com campaign, a much-talked-about favorite among delegates and itself a strong candidate for the top film prize.
Great Britain walked away with the top prizes in both film and print, with an ad for Sony PlayStation taking the Grand Prix in the Press & Poster show.
Gold Lions escaped the U.S. in the print portion of the festival, with American shops winning two silver and 13 bronze Lions.
The U.S. made a stronger showing in film, winning six gold (this page), seven silver and nine bronze Lions.
For the second year in a row, Agency of the Year honors went to DM9 DDB, S-o Paulo, Brazil, which garnered the most awards (including short-listed ads) in print, TV, cyber and media competitions.
The Palme d’Or, which recognizes production-company excellence, went to Propaganda/Satellite, Los Angeles.


Film Grand Prix: Litany Lowe Howard-Spink, London
The Independent With a powerful message and a striking execution set to a piano score, this spot contrasts a voiceover delivering 43 imperatives beginning with “Don’t” with black-and-white images of people breaking those rules. “Don’t play with fire ,” Don’t be different ,” wrapping up the spot with “Don’t buy ,” “Don’t read ,” and a shot of a man reading The Independent.
Don’t miss it.
——————————
Gold Winner: Forehead, Band, Cannon
Cliff Freeman and Partners, New York
Outpost.com
This campaign’s self-proclaimed mission to spread the word about computer retailer Outpost.com–with startling scenes of toddlers being tattooed with the company’s logo–also made a name for itself among the Cannes judges.
——————————
Gold Winner: Slackers
J. Walter Thompson, New York
Kellogg’s Raisin Bran Crunch
A group of groggy 20-somethings set their alarm for 8 a.m. only to stumble into the kitchen for a bowl of Raisin Bran. After breakfast, they climb back into bed.
The tagline: “Breakfast is back.”
——————————
Gold Winner: Meat
Wieden & Kennedy, Portland, Ore.
Nike
This spot, from the “What are you getting ready for?” series featuring obsessive athletes, shows a boy who prefers to practice his soccer moves while being chased by a pack of neighborhood dogs. The ad won as an individual spot and as part of the campaign.
——————————
Gold Winner: Open Road, On the Road Again
DDB Needham, Chicago
Budweiser
A beer delivery man faces numerous perils and distractions on the road, including blond babes in a convertible. When he veers off course, we discover he is in a test simulator.
——————————
Gold Winner: Don
Cliff Freeman and Partners, New York
Hollywood Video
When a couple inquires about a movie at the video-rental chain, golden-voiced Don pops up from behind the counter to deliver an intense, movie-trailer-style summary of the film.
——————————
Gold Winner: Marathon Man
Wieden & Kennedy, Portland, Ore.
Nike
A runner on his daily jaunt is joined by such greats as Uta Pippig and Michael Johnson. The spot was among seven ads–“Kordell Delivers,” “Mountain Man,” “Jumper,” “Meat,” “Rehab” and “Rejection”–honored with a campaign gold.


Press & Poster Grand Prix: Nipples
TBWA GGT Simons Palmer, London
Sony PlayStation
Look closely at the protruding nipples of this young couple and you’ll see they are actually Sony PlayStation symbols. Only an aficionado would know the shapes are from the videogame control pad. Talk about a targeted audience. The ad goes straight to the heart of the young–they know who they are and don’t have to announce it, at least not out loud anyway.
——————————
Gold Winner: Perfect World, Pragmatic Visionary
Publicis & Hal Riney, San Francisco
EV1/General Motors
This campaign challenges drivers to envision the electric car. “It’s not a passing fad,” it states. The ads offer compelling advantages over gas-powered cars, such as a quiet ride, less drag and no gear shifting.
——————————
Gold Winner: Waiting
Silver The Martin Agency, Richmond, Va.
Saab Cars USA
A series of billboards in this winning campaign features a range of demographics–a couple, a family and singles–that have parked their sofas on the highway, eyes fixed eagerly on the
horizon. As the fourth board explains, they’re waiting for the new Saab.
——————————
Gold Winner: Id
Music Lion Bartle Bogle Hegarty, London
Levi Sta-Prest
This spot, which also won a film gold Lion, garnered the first award for excellence in music.
A Muppet named Flat Eric and his friend bounce to techno-beat rhythms created by director Quentin Dupieux a.k.a. DJ Mister Oizo.


Film: U.S. Silver Lions
——————————
Silver Winner: Lobster
Budweiser
DDB Needham, Chicago
——————————
Silver Winner: Alonzo’s
Pepsi
BBDO, New York
——————————
Silver Winner: Treacherous Terrain
Jeep Grand Cherokee
Bozell Worldwide, Southfield, Mich.
——————————
Silver Winner: Fountain
Conseco
Fallon McElligott, New York
——————————
Silver Winner: Chase
Dunkin’ Donuts
Hill, Holliday, Connors, Cosmopulos, Boston
——————————
Silver Winner: Feet
FoxSports.com
Cliff Freeman and Partners, New York
——————————
Silver Winner: It May, Fun With Statistics, Daughter
Florida Tobacco Pilot Program
Crispin, Porter & Bogusky, Miami


U.S. Bronze Lions
——————————
Bronze Winner: Ball Boys
Heineken
Lowe & Partners/SMS, New York
——————————
Bronze Winner: Dances With Dog
Miller Lite
Fallon McElligott, Minneapolis
——————————
Bronze Winner: Tribute
Nike
Wieden & Kennedy, Portland, Ore.
——————————
Bronze Winner: Tow Truck
Discover Brokerage
Black Rocket, San Francisco
——————————
Bronze Winner: Laundromat, Grocery
Seattle SuperSonics
WongDoody, Seattle
——————————
Bronze Winner: Bell
Sony PlayStation
TBWA/Chiat/Day, Playa del Rey, Calif.
——————————
Bronze Winner: BBQ
ESPN
Ground Zero, Marina del Rey, Calif.
——————————
Bronze Winner: Rope, Horse
FoxSports
Cliff Freeman and Partners, New York
——————————
Bronze Winner: When I Grow Up
Monster.com
Mullen Advertising, Wenham, Mass.