Ted, whose agency is in for numerous awards, says: “my pick this year is a shoe-in. Momsong for Old Spice (from Wieden+Kennedy). First of all, I’ve heard people say “It’s Old Spice. It’s easy.” Fuck that. There are 60 great executions that came before this one, staring these guys in the face. And they still came up with something sublimely silly and fresh, with a great insight.
“Mine toooo!” Whenever I watch this ad, by the time the mom creepily slides out of the couch, I look around the room and everyone is grinning. If they don’t get Lions I’ll punch a judge for them.”
We’ll see. Volvo’s ‘Epic Splits’ is the ante-post favourite for the Film Grand Prix, the big one (at least as far as we’re concerned). I’d back Adam&Eve’s ‘Bear and Hare’ at anything approaching ten-to-one.