Wieden’s Old Spice retro ad smells sweetest at Cannes

Well we should all be pleased that the Grand Prix in the film section at Cannes went to a good old-style commercial for what is certainly an old-style brand, Old Spice.

I’m not sure this is such a great commercial but Cannes is supposed to be about film and old-fashioned fim this is (it beat the Gatorade and Johnnie Walker virals).

The top Titanium Lions went to two tricksy marketing cum advertising strategies for Best Buy ‘Twelpforce’ and Nike Livestrong. But these are marketing wheezes rather than anything much to do with advertising.

When all the numbers are totted up it looks as though the US and Brazil will have done best, with Europe, including the UK, precisely nowhere.

A bit like the World Cup really.

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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.