The John West Salmon spot "bear", created by Leo Burnett in the UK,
is widely tipped as a contender for the coveted Grand Prix in this
year's film category at Cannes. Cliff Freeman's Fox Sports regional
campaign is also a strong contender for the top prize.
Insiders are predicting that the John West spot, in which an employee
finds himself being accosted by a grizzly bear for the best fish, faces
tough competition from the Traktor-directed Fox Sports spots, which
include seeing a diver jump off rocky cliffs.
Directed by Danny Kleinman through Spectre, the John West film has
helped reinvigorate the brand in the domestic market, and won awards at
shows this year including the British Television Advertising Awards and
the Creative Circle Awards.
Among the films expected to do well are Saatchi & Saatchi's
monster.co.uk campaign, directed by Fredrik Bond through Harry Nash, and
Traktor is up again for nomination with its Reebok "belly" ad through
Lowe Lintas. On the international stage, Argentina is expected to excel,
and the Fox Sports "NBA" spots are seen as a strong contender.
Another widely tipped favourite is Fred and Farid's Brandt campaign
through the Paris-based agency CLM/ BBDO, which shows frustrated people
sabotaging their household appliances so that they can swap them for a
Jonathan Glazer, and Bartle Bogle Hegarty's "twist" campaign for Levi's,
and the Stella Artois "hero's return" film, may also pick up an award.