One of the posers for the judges at next week’s Cannes adfest will be deciding between commercials that are like commercials – that is, thirty seconds or so of sales pitch – and mini-films lasting two or three minutes and intended mainly for online distribution.
It’s surprising in a way that Cannes, always keen for more money-making categories, hasn’t divided its film section into 30s, 60s and longer efforts. You’ve clearly more opportunity to display your creative talents in a longer format.
But you can do a lot in a little too, as this new campaign from Deutsch for Snapple clearly shows.
Deutsch has also told me that Max Page, the seven year-old boy who played the ‘mini’ Darth Vader in the agency’s multi-awarded ‘The Force’ commercial for Volkwagen is undergoing open heart surgery today. Max was born with a congenital heart defect and the surgery will replace his pulmonary valve and fix a hole in his heart.
Deutsch is inviting Max’s many friends in the business to contribute to a a fund at the Los Angeles Children’s Hospital to help other children with heart problems. Details are here.