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