U.S. REAPS 7 GOLD LIONS FOR TV
The U.S. scooped up the most Gold Lions, with seven of the 17 golds awarded for TV, compared to just two for the U.K. Altogether, the U.S. won 18 Lions out of 78 given for TV.
As usual, humor and strong visuals, with their ability to slice through cultural barriers, had an almost unfair advantage at the judging here. In the Grand Prix winning spot, a child offers a young elephant his last Rolo candy, then snatches it away. Years later, the grown man, in an identical sweater, watches another circus parade and encounters the same elephant. The elephant remembers and slaps the man with its trunk.
The U.S. Gold winners were: BBDO Worldwide, New York, for Pepsi-Cola Co.; Leo Burnett USA, Chicago, with "Swing" for McDonald's Corp; Cliff Freeman & Partners, New York, with "Training Camp" for Little Caesars Pizza; DDB Needham Worldwide, Chicago, with "Clydesdales"
for Anheuser-Busch; Houston Herstek Favat, Boston, for a Friends for a
Non-Smoking Society spot; Lowe & Partners/SMS, New York, with "Rhino"
for Mercedes-Benz of North America; and Hal Riney & Partners, San
Francisco, with "PBS" for the Public Broadcasting Service.
GHOSTS OF THE PAST
People here last week had the uncanny sensation that last year's festival
was still going on.
The specter of 1995 jury president Frank Lowe-going down in history as
the man who shaped and presided over a stingy, deadlocked jury that
refused to name a Grand Prix winner-seemed to drive the kinder, gentler
judges under Michael Conrad's benevolent reign.
On the afternoon of June 28, the 23 Cannes judges were busily making
lifesize masks of Mr. Lowe, for a surprise planned wearing at the next
night's awards ceremony.
Mr. Conrad, jury president and Chicago-based group president-deputy chief
creative officer of Burnett, had promised for months there would be no
such repeat at the 43rd festival. And he delivered a lot more than a Grand
His generous press and poster jury handed out 139 Lions, including 38
Gold Lions. Mr. Lowe's 1995 press and poster jury allowed a total of 36
Lions-but not a single gold. Previous juries awarded 83 Lions in 1994 and
102 Lions in 1993 for print.
FEWER TV LIONS
Just as the festival was looking like a complete repudiation of Mr. Lowe,
Mr. Conrad's TV jury awarded only 78 Lions-although 17 of them were
golds-compared to Mr. Lowe's 88 Lions, including 10 golds.
In a major change from last year, 19 out of 23 judges agreed on a car ad
from Japan for Volvo, from Dentsu Young & Rubicam, Tokyo, for the print
Grand Prix. The ad stressed Volvo's well-known safety heritage by simply
showing a safety pin bent into the shape of a car. The effort was
described as purely visual and right to the point by Gary Goldsmith, a
U.S. judge and c