Tide and P&G win Film Grand Prix at Cannes Lions

Tide's Super Bowl ad and Procter & Gamble's spot tackling racial bias each won the Film Lions Grand Prix at Cannes.

"It’s a Tide ad" ran during Super Bowl 2018 and starred Stranger Things actor Jim Hopper as an omniscient narrator hijacking other ads during the game. The campaign was created by Saatchi & Saatchi New York and directed by Traktor through Rattling Stick.

P&G’s "The talk" also won a Grand Prix and one gold Lion in the category. Created by BBDO New York and directed by Malik Vitthal through The Corner Shop, the film showed parents talking to their children about racial bias.

In the UK, Nike’s "Nothing beats a Londoner" by Wieden & Kennedy London won a gold Lion for Film. Other UK golds went to Marmite’s "Gene project" by Adam & Eve/DDB and directed by James Rouse through Outsider; and Audi’s "Clowns" by Bartle Bogle Hegarty London and directed by Ringan Ledwidge through Rattling Stick.

As a Publicis Groupe agency, BBH London was not allowed to enter work into Cannes Lions because of the holding company’s temporary awards restriction, but the client entered on their behalf.

Other notable gold winners were Apple’s "Welcome home" film, directed by Spike Jonze and starring FKA Twigs, and the International Committee of the Red Cross’ "Hope" by SRA Rushmore, which won the Grand Prix in Film Craft earlier this week. "Hope" was directed by Rouse through Blur Productions.

Silver Lions went to Mother for its last Moneysupermarket.com ad, "Epic Action Man," and to A&E/DDB’s "Personalised cans for Father’s Day" for John Smith’s.

Separately, A&E scooped a silver Lion in tonight's Creative Effectiveness Lions – the only UK agency to win a Lion in that category – for its 2016 John Lewis Christmas campaign "Buster the boxer". The Grand Prix for Creative Effectiveness went to Ogilvy Mumbai for Savlon's "Healthy Hands chalk sticks".

Topics