Ikea "Lamp" Wins Film Grand Prix

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An Ikea commercial from Crispin Porter + Bogusky in Miami was awarded the Film Grand Prix here tonight, on the final day of the International Advertising Festival in Cannes. The spot, directed by MJZ's Spike Jonze, features poignant footage of a discarded lamp, interrupted by a scolding spokesperson who mocks the viewer for feeling pity for the useless object. The jury selected this year's Grand Prix after settling on three contenders: the Ikea spot, Wieden + Kennedy/London's heavily favored "Cog" spot for Honda and "Ear Tennis," an Xbox commercial from BBH/London. "Everybody felt very good about the winner," said jury president Dan Wieden. "What it does is it connects with this insight into human nature, that we form irrational attachments to these objects, and then it slaps you for having this attachment. And it solves a business problem that keeps the sector from growing as much as it could, which is that people do form these attachments." Added jury member Nick Bell, executive creative director at J. Walter Thompson/London. "It's just a very, very fresh idea and a new piece of thinking." The prize concludes a blistering awards season for the Miami agency, which also won the Grand Clio with the Ikea spot and was awarded Best of Show honors by the One Club for its work for MINI.

The Film jury awarded 81 Lions in all, down from 86 last year. The U.S., however, scored 26 trophies -- including six Golds -- up from 24 a year ago. Wieden + Kennedy led the way, winning Gold Lions for the spots "Before" and "Angry Chicken," and for the ESPN series "Shelfball." The agency also won a Silver Lion for the Nike spot "Wild Horses," and a pair of Bronze trophies for the Nike commercials "Rucker Park" and "Young Love."

Goodby, Silverstein & Partners picked up two Gold Lions -- one for Saturn "Sheet Metal" and one for "Birthday," a milk spot that pays homage to The Omen. The agency also won two Bronze awards for "Deleted Images" and "Digital Crime Fighting," both for Hewlett-Packard. The sixth U.S. Gold went to none other than Office Linebacker Terry Tate in a commercial for Reebok from the Arnell Group.

In addition to the Grand Prix, CP+B won a Silver for the MINI spot "This is America," another Silver for an Ikea campaign directed by Wes Anderson and a Bronze for the Ikea commercial "Bored to Death." Arnold Worldwide won two Lions: a Silver for the Volkswagen spot "Bubble Boy" and a Bronze for VW's "Squares." Ogilvy & Mather/New York picked up a pair of Bronze Lions for an IBM campaign featuring imaginary business solutions and for an American Express spot starring director Martin Scorsese.

Other U.S. Lions include: a Silver for TBWA/Chiat/Day's promos for hockey coverage on Fox Sports; a Silver for the NFL spot "Crazy" from Y&R/New York; a Silver for Sedgwick Rd.'s Washington Mutual commercial, "Fred," which features a man whose fear has been removed by the friendly bank; a Silver for a promo for the film Comedian from Bridgnorth Films; a Bronze for GSD&M for a golf promo for CBS Sports; a Bronze for Hill, Holliday/San Francisco's trailer for the Mill Valley Film Festival; Bronze for D'Arcy's "Holiday Party" spot for Heineken; and a Bronze for DDB/Chicago's "Wedding" campaign for Budweiser.

In other awards presented tonight, Press Grand Prix winner TBWA/Paris was named Agency of the Year, while Partizan -- the production company behind Gold Lion-winners like Honda's "Cog" and Nike's "Angry Chicken" -- was presented with the Palme d'Or as the winningest production company at the festival. For the second year in row, the special Lion for excellence in music went to Nike, this year for "Before," which features a symphonic tune-up created by Endless Noise. The Journalists' Award, meanwhile, went to the popular "Sculptor" spot for Peugeot from Euro RSCG Mezzano Costanti Mignani in Milan, which also won a Gold Lion.

Finally, the festival seemed to settle past debts with the new Titanium Lion, introduced this year by Dan Wieden to honor work "that causes the industry to stop in it tracks and reconsider the way forward." Somewhat predictably, the award was presented to Fallon Worldwide and BMW Films, the project that seemed to bust out of all the categories laid down by the festival last year. "When a piece of work arrives at a festival and can't find a home, that's a challenge to the festival," Wieden explained. "Unfortunately, this is a year later. But if you want an example of that kind of groundbreaking work, you couldn't do better than the work Fallon did last year, and the way they have expanded on it this year." -Jim Hanas

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