The Nike "tag" ad shows adults playing a game of tag in urban settings to a techno soundtrack and features the simple strapline "Play". It was directed by Frank Budgen of Gorgeous Enterprises.
It is the second time in four years that Nike has won the top prize at Cannes, and the third time in a row that the top television and cinema prize has been taken home by a US agency.
The Portland, Oregon agency beat off stiff competition from London's Bartle Bogle Hegarty, which had been hotly tipped to win for its "champagne" ad for Microsoft's Xbox. BBH's "odyssey" spot for Levi's engineered jeans had also been tipped, along with Lowe London's "sofa" ad for Reebok, which features a young man pursued by his sofa as he attempts to leave the house and exercise.
The fourth ad in contention for the Grand Prix was TBWA\Chiat\Day's Fox Sports campaign, promoting Major League Baseball with the tagline "Beware of things made in October".
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