A group of our staff recently attended an encore screening in Winnipeg of the top TV commercials from the Cannes Lions International Festival of Creativity 2011. We thought it would be fun to choose the ads that made an impression and discuss why.
I’ve attended the Cannes screening in previous years and I really enjoyed the mix of spots that were recognized this year. My favourite was definitely the ‘Premature Perspiration’ spot by AXE. AXE commercials have always had fun with the whole “sex sells” campaign theme. These spots tie in perfectly and are just hilarious!
I also really enjoyed the ‘Kevin Bacon Fan’ spot for Logitech. Who doesn’t love Kevin Bacon?
Without a shadow of a doubt, my favourite spot at Cannes this years was Volkswagen’s ‘Force’. Why? If you haven’t already seen it, watch and find out.
Honourable mention goes to ‘Love To Meet You’, a drinking and driving awareness spot from South Africa. Considered controversial by some, I think it’s a really clever way of hammering home the ‘don’t drink and drive’ message in an unexpected, unfamiliar way.
One of my favourite spots was for the Spinal Cord and Brain Injury Telethon, titled ‘Team Hoyt’. It used the real life story of a father and his disabled son who compete together as a team in marathons and triathlons across the country in order to highlight the importance of donations for spinal cord and brain injury research.
The spot was effective and moving for me due to the cinematic quality of the ad as well as the very touching story of a man who empowers both himself and his son through sport, by competing together in such a gruelling but rewarding process. The true-life story worked to humanize and personalize the need for funding and research in this area.
While there were a lot of thought provoking, heartstring-tugging commercials on offer, the ones that most resonated with me were the ones that made me laugh out loud. Heartily.
With the theme of “Life’s for sharing” T-Mobile executed what has to be the ultimate flash mob in the form of ‘Welcome Back’. It involves 300 singers planted in the arrivals hall at Terminal 5 of Heathrow International Airport. Watch it. Especially if you have a soft spot for airports (like me)…
‘Sleep Well’, a spot for Switzerland’s Sunrise Telecommunication Service, using nothing but a couple of text messages to sum up the difference between the sexes in less than 60 seconds.
Given that I work in an ad agency it was impossible not to love the ‘Pink Ponies’ spot by John St.!