Procter & Gamble isn't usually a big Cannes Lion winner, but a Pampers campaign by Del Campo Nazca Saatchi & Saatchi
, the Buenos Aires, Argentina, agency that does P&G's most creative ads, made Leo Burnett
's famous annual prediction reel of Cannes winners. In "Crying," a mother lets another child take her little boy's toy. All his life, he cries when anyone takes something from him-popcorn at a movie, his suitcase at a hotel, even a woman trying to undress him in a bedroom.