Why Forcing a ‘Global’ Idea Down Consumers’ Throats Never Works

Movies can attract a worldwide audience. Why not ads, too?

CANNES, France—As the celebration of global creativity winds down at this year’s Cannes Lions, lauded work is seeing bright exposure and a deserved spotlight. However, when digging a little deeper, especially with the top winners, one notices that these aren’t necessarily “global” campaigns or ideas.