The three ads, Repeat the punchline, Long red thin shape, and No one cheerses, feature a number of men revealing their saddest moments, after each of which another man with a soothing, breathy voice, replies, "that is so sad" or "it makes me sad".
The moments include things like "when the toilet paper tears up instead of across" and "when you get in an elevator that’s going down, but you’re going up".
The agency also won a gold Lion ±±¾©Èü³µpk10 for the same work, along with a bronze Lion ±±¾©Èü³µpk10 for a separate KFC campaign.
Ogilvy & Mather’s Johannesburg WPP colleagues, Grey Africa, were among five other agencies to win a gold, along with ones from Brazil, Peru, Spain and The Philippines.
The best result from the UK was for Global Media and Entertainment, which won silver for "Mills and Boon 3D audio – immersive erotica for the ears", for Harper Collins.
There were bronze Lions for Grey London, for Tate Britain, "Gin Lane", and Lucky Generals, for its "Craig Inglis" ad for Radiocentre, which spoofed the signature John Lewis ad music style. Adam & Eve DDB jointly won a bronze with DDB Germany for Telekom Deutschland, "The magic advent calendar".
There were five awards for US agencies: two silvers for Campfire at SapientRazorfish, New York; two bronzes for FCB Chicago; and one bronze for BBDO New York.
2017 Cannes Lions winners (UK agencies/companies)
Healthcare Lions (UK winners)
PR Lions (UK winners)
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