Volkswagen looks set to match its press and poster Grand Prix with
yet more gold lions in the film section of the Cannes festival.
BMP DDB’s ’affordability’ campaign has been well received by judges from
all over the world, and the ’lamp post’ spot is already tipped as a
potential winner of the Grand Prix.
The campaign uses the type of simple humour that often proves popular
with Cannes judges. Ogilvy & Mather’s ’art class’ spot for Impulse,
where a male life model is unable to conceal the effect the body spray
has on him, is likely to do well for the same reason. Mother’s ads for
Batchelors Super Noodles, particularly the ’selfish’ execution, which
shows a man sharing his noodles with his girlfriend only after their dog
has licked the plate, may also amuse the judges.
From the US, Goodby Silverstein & Partners’ work for Budweiser is
expected to do well. The favourite spot features two lizards who look
jealously on at a group of frogs. Another is a campaign by Wong Doody
for the Seattle basketball team which has one of the team arriving at a
Tupperware party.
The international humour of PMSvW/Y&R from Holland has also been a
hit.
Its best entry features two children in the back of a car. Their
parents, sitting in front, turn on the radio and innocently smile and
nod their heads in time to a cheesy tune. The children smirk at the
song’s lyrics: ’I wanna fuck you in the arse.’ After a few moments, the
name of the advertiser appears: Soesman Language Training.
The parents clearly need to sign up for some English lessons.
Brazil looks set to improve on last year’s success, when it won nine
film lions. A commercial by Almap/BBDO against deforestation has had a
big impact. It opens on a cross-section of a tree trunk. The camera pans
slowly from the inner rings towards the bark, on its way marking the
births of Napoleon, Van Gogh, Einstein and then ’the motherfucker who
cut down this tree’.
For the UK, Delaney Fletcher Bozell’s teacher training campaign and
Leagas Delaney’s ’Perfect Day’ for the BBC are also expected to perform
well.
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