Mark Elwood is executive creative director of MullenLowe London.
My top tips for Cannes always seem like such a mixed bag and change almost daily, so just going with work you love TODAY is my rule for this brief.
These also might not be ideas or spots that will totally win, but I hope they do..
First up. The Martin Agency: Geico, Slide.
They just keep the bar so high on this account, always producing great spots.
Funny is hard, funny on the right brand tone of voice every time is even harder.
Could have easily been this spot from the same brand and agency.
Second. Lola MullenLowe: Burger King – House of Horrors
One from my network without bias I promise, it’s just so good. Even by Burger King standards this is a brilliant activation.
I really like the print and outdoor executions coming from the event itself, especially the guy with his hand in his mates pocket.
Third. AMV BBDO: Libresse, Viva La Vulva.
I wanted to not like this when I heard about it, but it’s a tricky subject executed so well.