CANNES ’96: Dutch Rolo ad scoops Grand Prix at Cannes

A Dutch Rolo commercial fought off Nike’s ‘good versus evil’ spot to win the film Grand Prix at the Cannes International Advertising Festival last week.

A Dutch Rolo commercial fought off Nike’s ‘good versus evil’ spot to win

the film Grand Prix at the Cannes International Advertising Festival

last week.

The Rolo ad, by Ammirati Puris Lintas, met the judging criteria set out

by the jury chairman, Michael Conrad, who demanded that the prizes

should reward the idea, rather than the execution.

It starts with a small boy at the zoo, teasing a baby elephant with his

last Rolo. Years later, the boy, now a man, is bashed in the face at a

circus parade by the vengeful elephant’s now huge trunk.

Pepsi’s ‘goldfish’ ad, by BBDO New York, was also a close runner for the

Grand Prix. It shows a child demonstrating how the family’s pet goldfish

plays dead, then revives when it sees a can of Pepsi. Later, it plays

dead so convincingly that the dad flushes it down the toilet.

The US carried off seven of the 18 golds, including a popular ad by

Cliff Freeman and Partners for Little Caesar’s Pizza, which features

employees being taught the art of pizza delivery.

Britain landed only two gold lions. BMP DDB won for its Volkswagen

Dealers campaign, a series of four commercials that were made for

virtually nothing, using toy cars and home-made props. Lowe Howard-Spink

also won a gold for its Estee Lauder Havana aftershave spot, directed by

Frank Budgen.

GGT’s Holsten Pils ‘asshole’, tipped for top honours earlier in the

week, disappointingly took home a silver.

Tony Kaye’s directing was well represented at the film awards. Vauxhall

Astra’s ‘as of right’ was one of two silvers won by Kaye, who also got a

gold and a bronze for two US anti-smoking ads.

Better news for the UK was Saatchi and Saatchi’s triumph as agency of

the year after an impressive performance in the press and poster

section. Bartle Bogle Hegarty and M&C Saatchi were the runners-up in the


Silvers went to Bates Dorland for its Heinz campaign, BBH for Levi’s

‘washroom’, J. Walter Thompson for Madame Tussaud’s ‘candle power’, and

Collett Dickenson Pearce for its ‘hangman’ spot for Hamlet cigars.


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