Chiat Day is first big Cannes winner with Gatorade ‘replay’

This is the campaign featuring two high school hockey teams replaying a fixture some years and many extra pounds later.

To the chagrin of the PR fraternity this series of films by ad agency TBWA Chiat Day Los Angeles has won the grand prix in both the PR and Promo categories.

The PR men shouldn’t beat themselves up too much, if you allow commercials (albeit very long ones) to enter these categories it’s always going to be rather difficult to compete.

One small quibble with these, the mood music is a touch over-elegiac.

But it’s fitting that one of the truly excellent agencies Chiat Day should kick off proceedings. I believe the late Jay Chiat is having a gong at the festival named after him.

The man was a true gent. The first (and only) time your correspondent met him him I was invited to lunch at Venice’s spectacular Cipriani Hotel (along with 20 or so other close friends).


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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.