UK expected to shine in Cannes

CANNES - The UK is expected to shine in the film category at the 2002 International Advertising Festival, with hotly tipped entries ranging from Reebok's 'sofa' to Levi's 'odyssey'.

UK expected to shine in Cannes

Frank Budgen from Gorgeous directed last year's Levi's gold-winning entry "twist" and is also behind some of this year's most hotly tipped contenders including "sofa", "tag" from Nike, and Saatchi & Saatchi's animated NSPCC entry.

The strongest contenders from the US are Nike's "tag", "move" and "shade runner" and TBWA\Chiat\Day's campaign for Fox Sport. The Fox campaign shows a staple gun and leaf blower causing mayhem after the factory workers responsible for their assembly were distracted by the sport on TV. The spots use the line: "Beware of things made in October". However, observers say the fact that Fox Sport's previous campaign picked up the Grand Prix in the film category last year may work against it in 2002.

Bartle Bogle Hegarty and Lowe are the two UK agencies most likely to secure more than one award. BBH's "odyssey" and its work for Xbox, including "champagne" and "mosquito", are receiving a lot of attention. Lowe's "sofa" and its "doctor" spot for Stella Artois are also among the favourites. Miles Calcraft Briginshaw Duffy's "bum note" for Aristoc is also being tipped to do well.

Ikea's "fork" and "vibrator", created by Leagas Delaney Paris, are expected to attract an award. The spots encourage consumers to tidy up by featuring a young boy playing with a vibrator and an amorous clinch being interrupted when a misplaced fork stabs one of the kissers.

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