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Charles Stone III reveals how he gave birth to ’whassup’, one of

the most talked-about campaigns in recent history, in this month’s

±±¾©Èü³µpk10 Screen video magazine.

Budweiser’s ’whassup’, winner of the Grand Prix in Cannes last month, is

proving to be a cultural phenomenon across the globe as fans spread the

word via the internet.

In an interview with ±±¾©Èü³µpk10 Screen, the director discusses how he came

up with the idea, how it was spotted and how it has launched his

career.

’The thing I like about it is that people are really enjoying the term

and really getting into it. What it’s all about is reaching out and

communicating,’ Stone said.

Elsewhere in the programme’s Cannes Report, judges reveal their true

opinion of creative standards at this year’s advertising festival.

Commenting on the fact that, despite the record number of film entries,

fewer Lions were awarded, jury president Marcello Serpa claimed: ’The

standard of work was not brilliant. A lot of the commercials looked

exactly the same. People are repeating the same recipe ... the same

look, the same jokes.’

The 12th issue of ±±¾©Èü³µpk10 Screen also features an interview with the

acclaimed commercials and promo director Michel Gondry.

Gondry, who is in the Guinness Book of Records for Levi’s ’drugstore’,

the most-awarded commercial of all time, is currently in pre-production

for his first feature film, Human Nature.