We missed laughing
Second takeaway: Humor is again in all varieties from quirky to bizarre to darkish. 4 of the most important winners (Grand Prix) had been really humorous campaigns: “The Final Barf Bag” for Dramamine; Specsavers’ “The Misheard Model” with Rick Astley, CeraVe’s “Michael Cerave” and Weber Shandwick’s “Edible Mascot” marketing campaign for Pop Tarts. Additionally, the cute “Marina Prieto,” with out being strictly humorous, combines a Spanish little city sensibility with social media ambitions.
These winners present that comedy and a light-hearted tone of voice could be transformative for a model. Specsavers has a historical past of nice comedy, however they had been capable of channel that into a brand new demographic for these with listening to loss. CeraVe, not in a class that usually stands out throughout the Tremendous Bowl, nonetheless grew to become the discuss of the (promoting) sport. Kellanova’s Pop-Tarts reached a completely new viewers by injecting darkish humor to toaster pastries and giving the world one thing really meme-able.
And that’s simply the humorous stuff. Different huge winners, like what we did for Mastercard with “Room for Everybody” and Xbox’s “On a regular basis Tactician” in addition to W+Ok’s Titanium Grand Prix winner, the Doordash Tremendous Bowl marketing campaign that averted viewers’ consideration away from the sport itself and onto the entire adverts, had been concepts that impressed an array of feelings. Empathy, triumph, even greed!
Ultimately, these executions make a degree you could lengthen to the pageant: After we giggle, when our obstacles are introduced down by an surprising twist or a stunning human connection, we’re extra capable of really feel.
That is the precise cause we come to Cannes: we need to really feel, in actual life, what it’s wish to belong to this business, to be on the successful aspect and rejoice, to be on the not-winning aspect and recharge ourselves with envy because the gasoline, to be amazed about what individuals who do the identical job as us are able to reaching and query ourselves.
Feeling is what separates us from, sure, machines. At the very least for now.
So, (ultimate takeaway) it’s on us to maintain coming right here. Let’s proceed our day-to-day jobs to attach with these feelings by the one factor that justifies the existence of Cannes or some other pageant: The work we love.
