CANNES – A campaign that mocked stereotypes seen in other ads and another that addressed racism in America both earned Grand Prix awards for Film Lions at the 65th Cannes Lions International Festival of Creativity.
Launched at Super Bowl LII this past February, ‘It’s a Tide ad’ by Procter & Gamble Cincinnati/Saatchi & Saatchi New York for Tide showed actor David Harbour showing what seems like a car ad, an insurance ad, a beer ad, etc. and instead revealing them to all be parts of a Tide ad. This first ad eventually spawned three sequels, poking fun at even more commercial stereotypes. This series of ads proved worthy of the Film Lions Grand Prix.
From almost the opposite end of the emotional spectrum is the other Grand Prix winner, ‘The Talk’ by BBDO New York for P&G. In this film, several African-American parents are shown talking to their children during different points of history. The parents are explaining to their kids different scenarios that the children are facing because their skin color is different from others. Whether the setting is in the rural South of the 50s or current times, the reality that these parents have faced racism and want to educate their children to rise above the hate is palpable.
The Film Lions celebrate the creativity of the moving image and entries need to demonstrate brilliant brand storytelling intended for a screen. Filmed content created for TV, cinema, online, and out-of-home experiences are eligible, resulting in 74 total metals handed out.Only 10 of those metals were Gold Lions, three apiece going to the United States and the United Kingdom. Thailand continued its strong showing at the 65th Cannes Lions by scoring gold for ‘The Secret’ by Ogilvy Group Thailand for Monde Nissin and another Gold Lion for ‘Friendshit’ by GREYnJ United for Kasikorn Bank Public Company Limited.
Twenty Silver Lions were handed out, eight of which went to the US. A series of 11 films by Tohokushinsha Film Corporation/Hakuhodo Inc. for UHA Mikakuto got a Silver Lion for Japan. The other Silver Lion won by Asia went to Lobster & Co Company Ltd. of Thailand for ‘Forever’ for client ele (Thailand) Co. Ltd.
Of the 43 Bronze Lions won, only two went to Asia and both went to Thailand. ‘The Hair Talk’ by J. Walter Thompson Bangkok for Sunsilk/Unilever and ‘Ake Demo’ by Suneta House for Suneta House.
The complete list of winners for Film Lions are here: