Baywatch’s Comical Slo-Mo Marathon Inches Its Way Across the Finish Line at Cannes

David Kolbusz unpacks his latest Lion winner

CANNES, France—In a year when Wieden + Kennedy and Nike were courageously attempting to break the two-hour marathon barrier, Droga5 London and Paramount were taking a decidedly more leisurely approach to the 26.2 miles.

Actually, it was more like 0.2 miles, says David Kolbusz, chief creative officer of Droga5 London, who sat down with Adweek here in Cannes to talk about the Slo-Mo Marathon—created for the movie Baywatch as a sendup of the slow-motion running sequence in the original TV show’s opening montage.

Check out the video for more from Kolbusz about the Baywatch piece, which won a bronze Lions in Promo & Activation this week, as well as other recent work he’s proud of.