As above, the Direct Grand Prix at Cannes has gone to another of those campaigns that play off/ambush all the hype around the Super Bowl and its ads.
Via a competition, ‘Interception,’ offering Volvo SUVs to people who join the Super Bowl deniers.
My colleague Matt Williams remarked the other day that some big agency winners at Cannes would do so sans the account, citing OgilvyOne and British Airways last year.
Already this year we’ve had Advertiser of the Year Heineken dispensing with the services of Wieden+Kennedy. Grey appears to have lost Volvo too, as Volvo becomes wholly Chinese.
But there you are, a gong’s a gong.
Apparently it was a close contest between Volvo and a Marcel Paris campaign for French porn site Dorcel.com. If they’d given the GP to that (that’s GP by the way) the jury really would have looked like a collection of plonkers.
PS. Why doesn’t Cannes have something on its website saying when the awards are given and who’s won the bloody things? Pathetic.
Apologies – they do. But you don’t half have to look for it amongst all the flim-flam about speakers.