It’s not that BBH’s campaign for Unilever’s Axe (or Lynx, depending in which country your armpit is situated) is bad; it’s had its peaks and troughs and, at the moment, it’s peaks. But how on earth a jury, headed by Havas boss David Jones, can decide it’s more ‘creatively effective’ than loads of other decent campaigns remains a mystery.
So far the winners at Cannes have been remarkably uninspiring, clever solutions to self-imposed problems rather than brilliant, blazing ideas which make you think ‘we could do that.’ The two Outdoor winners, for Coke and Mercedes, come firmly into that category. Clever but minor so, so what?
As the festival becomes ever more institutionalised with clients, media owners and politicos turning up, and awards for the best use of a hairbrush, the winners are more likely to be ads with a supposed rationale behind them.
The first Cannes Mobile Grand Prix went to this Google campaign re-imagining Coke’s ‘I’d like to teach the world to sing’ 1971 campaign, featuring venerable creative Harvey Gabor.
Good PR for Google but, again, what does it mean?