Some of the Cannes commentators have lamented the lack of jokes this time round: maybe adland is so intent on “purpose” and saving the world that it’s mislaid its sense of humour. Even though much research tells us that ads that make us laugh are half-way there already.
BBDO New York has remembered this old truth in a new spot for Foot Locker and Air Max with some wily juveniles conning celebs into sending them trainers.
Doubt that this perfectly realised spot will detain the jury too long at next year’s Cannes. But are they missing something?
MAA creative scale: 9.