CANNES ’97: Ambient media and strong visual spots impress jurors

By HARRIET GREEN and KAREN YATES in Cannes, campaignlive.co.uk, Friday, 27 June 1997 12:00AM

Two familiar trends dominated Cannes this year - the use of ambient media and the emphasis on strong visuals at the expense of copy.

Two familiar trends dominated Cannes this year - the use of ambient

media and the emphasis on strong visuals at the expense of copy.



Forays into ambient media were viewed particularly favourably, and

included messages written on toilet paper and an award-winning ad

printed on luggage conveyor belt doors in airport baggage pick-up areas

describing how many suitcases fit into a Volkswagen.



In terms of content, however, the most unusual twist was the high

preponderance of animals - especially elephants - as agencies around the

world tried to replicate the success of last year’s Grand Prix-winning

commercial for Rolo from Ammirati Puris Lintas that starred a circus

elephant who remembered a grievance for many years.



Entries this time around included an exploding elephant from a Danish

agency for Tyrkisk Peber sweets; an African elephant travelling to New

York for a Snickers bar and an ad showing a close-up of an elephant’s

backside to demonstrate how near you can get to wildlife in a Chrysler

Cherokee jeep.



This year’s sheep-cloning scientific breakthrough also caught the

imagination of agencies worldwide.



However, this did not go down particularly well with jurors. York

Fanger, the chairman of New York Communication/GGK and a German judge,

commented: ’Every year you get sex ads, sperm ads, Aids ads. This year

we got Dolly the sheep - ugh.’



The organisation of the judging won praise this year from jurors. Many

said they had been pleasantly surprised by the decorum fostered by Bo

Ronnberg, the chairman of the jury.



This article was first published on campaignlive.co.uk

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