THE CREAM OF CANNES: From ’whassup?’ and hillbillies to E-Trade’s dancing monkey, this year’s Cannes showcased some eclectic work Caroline Marshall looks at the creative highpoints.

WHASSUP?/BUDWEISER

WHASSUP?/BUDWEISER



Titles: Whassup?/True/Call waiting/Girlfriend/Pizza guy/Wasabi



Advertiser: Anheuser-Busch



Agency: DDB Chicago



Copywriters: Vinny Warren, Charles Stone III



Art directors: Chuck Taylor, Justin Reardon



Director: Charles Stone III



Production company: Storm Films, New York





Having created the hottest catchphrase in the US practically overnight,

Budweiser’s ’whassup?’ campaign conquered the ad world by capturing the

grand prix for film at the 47th annual festival. The concept came from

Charles Stone III, a director with Storm Films in New York. Stone has

exchanged the ’whassup?’ greeting with his friends for years and in 1998

he created a short film called True in which he and said friends sit in

an apartment exchanging the greeting.



DDB Chicago saw the film, presented the idea to Budweiser, and

collaborated with Stone to adapt the concept for the campaign. Why are

these ads so hot? Partly because they moved Budweiser on from its image

as ’your dad’s beer’, but mostly because they are simply very

entertaining.





BEAUTIFUL/NIKE



Title: Beautiful



Advertiser: Nike



Agency: Wieden & Kennedy, Portland



Copywriter: Mike Folino



Art director: Jeff Labbe



Director: Frank Budgen



Production company: Gorgeous Enterprises





This challenging ad celebrates sporting injuries and their proud

owners.



The pictures aren’t exactly repulsive but to see them is to wince - a

wrestler with a cauliflower ear, a runner’s mis-shapen feet, a

shark-bitten surfer and a rodeo cowboy who turns up his eye-patch to

reveal where he has been blinded. The ad is shot to a background of Joe

Cocker’s You are so beautiful which, at first, seems ironic. But there

is no irony intended here, merely a genuinely felt hymn to athletic true

grit. Nike advertising at its very best.





THE MORNING AFTER/NIKE



Title: The morning after



Advertiser: Nike



Agency: Wieden & Kennedy, Portland



Copywriter: Chuck McBride



Art director: Hal Curtis



Director: Spike Jonze



Production company: Propaganda/Satellite Films





A millennium commercial where a guy gets up in the morning to go running

and all hell is breaking loose. Mobs attacks cash machines, cars crash

as traffic lights fail, but nothing breaks the stride of the runner who

is just getting on with the everyday task of jogging off a hangover. The

runner passes a fellow jogger and they cheerfully exchange ’Morning’ and

’How ya doin?’ like any other day. While there’s no connection between

Nike and the year 2000, Nike’s tradition of highlighting personal best

shines through in this superbly produced spot.





JUKKA BROTHERS/MTV



Titles: Jukka Brothers/Sexy dance/Intro/Wrong shoes/Fashion check/Xmas

story



Advertiser: MTV Channel



Agency: Fallon New York



Copywriter: Linus Karlsson



Art director: Paul Malmstrom



Director: Traktor





Traktor is at its nutty best with these hilarious idents for MTV

featuring a hillbillyish quartet known as the Jukka Brothers. The eldest

three brothers torment the youngest because he doesn’t watch MTV, as

they do. Little Jukka, whose crimes include ’totally unsexy’ dancing, is

punished by having the MTV logo beaten into his bare behind with a bat.

Heartless victimisation has always had its jolly side and MTV’s teenage

audience must be familiar with it. The message? Watch MTV and stay in

touch with what’s cool.





DANDRUFF/ANTI-DRUGS



Title: Dandruff



Advertiser: Government anti-drugs



Agency: Leo Burnett Columbiana, Bogata



Copywriter: Juan Carlos Ortiz



Art director: Harold Trompetero



Director: Rene Gonzalez



Production company: Nova Films, Santiago





Leo Burnett’s anti-cocaine commercial won a gold lion, although some

questioned whether the shock tactics employed would prove effective. The

ad shows a man on a crowded train irresistibly drawn to the dandruff on

the shoulder of a fellow commuter. The man snorts up a line of dandruff

with all the accompanying mannerisms of the long-standing cocaine

addict.



However, the question remains: would committed users find the spot a

deterrent or a bit of a larf?





ANTHEM/FOX



Title: Anthem



Advertiser: Fox/Liberty Networks



Agency: Fallon New York



Copywriters: Kevin Roddy, Bobby Pearce



Art director: Neil Powell



Director: Frank Todaro



Production company: @radical.media





At a funeral, a man gets up to deliver the eulogy. He looks around sadly

and says: ’At a time like breasts, beer, football, centrefolds,

big-screen TV.’ The other men in the church are feeling the same way,

getting teary-eyed, especially at ’hot, sweaty animal sex’. Finally he

gets too choked up to continue, and says: ’I’m football, I’m football.’

The endline explains all: ’The X Show. We know what guys are really

thinking.’ Acting and direction so spot on that for a moment you

actually think real sentences are being formed.





JOHNNY FOREIGNER/BA



Title: Johnny Foreigner



Advertiser: British Airways



Agency: M&C Saatchi



Copywriter: Paul Hodgkinson



Art director: Malcolm Poynton



Director: Chris Palmer



Production company: Gorgeous Enterprises





A minute full of the American satirist PJ O’Rourke taking the piss ever

so gently out of the British: ’Still, you must be doing something right,

since 17 million of us Johnny Foreigners like to fly with you.’ An

incredibly well-written and directed commercial from M&C Saatchi that

hinges on the casting of O’Rourke, who commands huge respect for his

political insights.



The commercial certainly got people contemplating British Airways’s

image and success overseas in a more positive way than those damn

tail-fins ever did.





BLANKET/ARMY



Title: Blanket



Advertiser: COI/Army



Agency: Saatchi & Saatchi



Copywriter: Howard Willmott



Art director: Duncan Marshall



Director: Paul Gay



Production company: Outsider





From the thoughtful ’be the best’ campaign, ’blanket’ opens on a

mountain-side in blizzard conditions, viewed through the eyes of an Army

sergeant stuck there as night falls. His team - medic, mechanic, driver

and navigator - must spend the night there but they have no cold weather

gear. All they have is one tarpaulin which could be used as a blanket.

The viewer is asked who should get the blanket. Three incorrect answers

lead to the solution: the blanket should be wrapped around the engine

which otherwise will have frozen by the morning.





SCRAMBLE/MS



Title: Scramble



Advertiser: Multiple Sclerosis Society



Agency: Saatchi & Saatchi



Copywriter: Mike McKenna



Art director: Greg Martin





Saatchis struck a one-off deal with The Independent to print parts of an

article upside-down and some of it on its side to disorientate

readers.



The ad - the first of its kind in a national newspaper - showed the

trauma experienced by Multiple Sclerosis sufferers, and was timed to

coincide with Multiple Sclerosis Awareness Week. The specially designed

article appeared in The Independent’s Health section on the same page as

an ad that asked: ’How would you cope if your life was as unpredictable

as the opposite page?’ A clever insight into how MS affects its

sufferers and a brave use of the newspaper medium won this ad the media

grand prix.





CHAIR/STELLA ARTOIS



Titles: Car/Chair/Stereo/Scooter/Guitar/Table



Advertiser: Whitbread Beer Company



Agency: Lowe Lintas & Partners



Copywriters: Mick Mahoney, Andy Amadeo



Art directors: Mick Mahoney, Andy Amadeo Photographer Jenny Van

Sommers





This year’s press and poster grand prix winner shows design icons used

as impromptu bottle openers. The idea is that people love their Stella

Artois so much that they are prepared to ruin their other precious

possessions by opening a bottle on them. These possessions include an

Eames chair and a vintage Lambretta scooter. A stylish print development

of the ’reassuringly expensive’ Stella Artois TV campaign that could,

and hopefully will, run and run.





MONKEY/E-TRADE



Title: Monkey



Advertiser: E-Trade



Agency: Goodby Silverstein & Partners



Copywriter: Gerry Graf



Art director: Dave Gray



Director: Bryan Buckley



Production company: Hungry Man, New York





A bizarre spot for an online discount broker featuring two weirdos in a

garage clapping along with a monkey and the most talked about dotcom ad

created for last January’s Super Bowl advertising extravaganza. The

commercial seems to be going nowhere until the killer endline: ’Well,

we’ve just wasted two million bucks, what are you doing with your

money?’ As the wasting of two million bucks line could speak for the

entire category, here is a classic case of absurd advertising imitating

life.





HEAVEN/VW POLO



Title: Heaven



Advertiser: Volkswagen



Agency: BMP DDB



Copywriter: Andrew Fraser



Art director: Leslie Ali



Director: Walter Stern



Production company: Academy Commercials





This commercial promotes the Volkswagen Polo as a little piece of heaven

on earth. Citing the virtues of driving incidents that would normally

irritate the hell out of motorists - such as a traffic jam, a ’sparkling

and cascading burst water main’, a ’majestic’ spilled load - makes this

spot, literally, a prayer to the ’new, more comfortable Polo’. The

writing is stunning, the commercial boasts superb production values and,

once again, BMP DDB has managed to move car advertising up another

level.