"Cog", said to have received only two votes, is thought to have been penalised for the controversy surrounding its similarity to the short film Der Lauf Der Dinge. Although the ad missed out on the Grand Prix, it won a gold Lion in the automotive category.
"Lamp" was created by the Miami-based Crispin Porter & Bogusky and directed by Spike Jonze, the man behind Hollywood films such as Being John Malkovich.
The other favourite for the main accolade, Euro RSCG MCM's "the sculptor" for Peugeot, took both a gold Lion and the Journalist's Award.
The president's Titanium Lion, awarded for the first time this year for groundbreaking multimedia work, went to Fallon Minneapolis and Optimedia New York for BMW's The Hire short film series.
TBWA/London's John Smith's campaign featuring the comedian Peter Kay defied expectations by winning a gold Lion. Although the campaign performed well in the UK, it was thought that it would prove too British for an international jury.
Bartle Bogle Hegarty's London office pulled in golds with its "fish" execution for Johnny Walker and the "fluent in finance" campaign for Barclays, which featured the Hollywood actor Samuel L Jackson. It also took a gold for its "ear tennis" execution for Microsoft Xbox.
Abbott Mead Vickers BBDO's "two things at once" road safety campaign for the Department for Transport won its second gold of the festival, having already taken one in the Press and Outdoor section. And Clemmow Hornby Inge scooped a gold for its Tango campaign.