"Shutter chance" for Canon promotes a two-second start-up camera with what jurors described as a "wonderfully scripted and beautifully produced" ad that managed to bring originality to an established category.
The soundtrack features a voice talking about interesting things happening, but the voice fades out after just two seconds, so that the most exciting bits are missed by a split-second.
Two ads that were also contenders for the top prize were "drums" from BBDO Cape Town for Marshall Music, and a Mercedes-Benz spot, "nothing", from BBDO Dusseldorf.
As with many other categories, the UK hardly got a look in. CHI & Partners was the only agency to fly the flag, taking a silver Lion for Tango ("heat one") and three bronzes for the Toyota Yaris ("spa", "salsa" and "Take That").