Paradiset lands Grand Prix

A Swedish campaign for Diesel jeans pipped HHCL and Partners’ Blackcurrant Tango commercial, ’St George’, to the film Grand Prix at last week’s international advertising festival in Cannes.

A Swedish campaign for Diesel jeans pipped HHCL and Partners’

Blackcurrant Tango commercial, ’St George’, to the film Grand Prix at

last week’s international advertising festival in Cannes.

Despite not winning the top prize, the UK had one of its best years,

carrying off 20 lions - nine of which were gold. Three out of the four

campaigns contending for the Grand Prix were British, with Ogilvy and

Mather’s Guinness commercials, ’bicycle’ and ’old man’, and Abbott Mead

Vickers BBDO’s ’lifeboat’ spot for Alka Seltzer also impressing the


It was the combined strength of the two Diesel films - ’5am Mono

Village’ and ’Little Rock’ - which swayed the jurors. Allan Crew, the

former creative director of Ammirati Puris Lintas in London and an

Australian juror at the festival, commented: ’When I first saw the

Blackcurrant Tango ad, I said ’that’s the best commercial I’ve seen for

five years’. But the feeling was that, although ’St George’ was by far

the best commercial, if you put the two Diesel ads together, they make a

bigger statement.’

Paradiset DDB’s films remind viewers that, although Diesel jeans are

cool, they do not guarantee success. ’5am’ features a jeans-wearing

anti-hero at an over-the-top scout camp. He barges to the front of a

queue waiting to learn about mouth-to-mouth resuscitation only to find

that the class is not practising on a beautiful woman but on an

unsavoury old man.

The second spot shows a Wild West shoot-out, where a squeaky-clean

Diesel jeans wearer faces a dirty, fat old rascal - and bites the


The Diesel victory was a surprise to many in the UK camp, and was

ascribed by some to a desire to stop the domination of the awards by the

English-speaking nations. Nevertheless, the US and UK did top the

awards, with the US bagging 28. Only five of these were gold, but the US

did walk off with first and second in the agency of the year

competition, which went to BBDO and Goodby Silverstein and Partners


The US-based Propaganda/Satellite Films won the Palme d’Or for the best

production company, with the UK’s Paul Weiland Film Company coming


Both the film and press and poster Grand Prix went to agencies that face

an unstable future with their winning clients. Leo Burnett London, which

won the print Grand Prix for Mercedes (Campaign, last week), has been

forced to resign their business because of conflict, while Paradiset

DDB’s Diesel account is under review.

British Cannes film winners

Ad                         Agency                 Client


Bicycle, old man           Ogilvy and Mather      Guinness

Smarienberg                Lowe Howard-Spink      Smirnoff

St George                  HHCL and Partners      Tango

Lifeboat                   AMV BBDO               Alka-Seltzer

Hiccups, chair, dentist    BMP DDB                Volkswagen

Doors                      BMP DDB                VW Passat

Grim reaper                Rainey Kelly           Virgin Atlantic

Kissinger                  AMV BBDO               The Economist

Remember me?               Young and Rubicam      St Mungo’s


Jeopardy                   GGT Advertising        John Smith’s

Misfits                    J. Walter Thompson     Persil

Nice day                   N/A                    Observatory

Bruce Lee, Lassie, Errol   BMP DDB                Doritos


Les nouvelles chaussures   Lowe Howard-Spink      Stella Artois

Caught out                 HHCL and Partners      Tango

Insights                   M&C Saatchi            Whiskas

Armchair                   Bartle Bogle Hegarty   Electrolux

Dream date                 Bartle Bogle Hegarty   Lynx

Mermaids                   Bartle Bogle Hegarty   Levi’s

Shadowlands                AMV BBDO               Delta

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