|Ikea's 'Lamp' is the story of a discarded lamp and consumers' irrational tendency to form emotional friendships with inanimate objects.
The spot, directed by MJZ's Spike Jonze, features poignant footage of a discarded lamp, interrupted by a scolding spokesman 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 Bartle Bogle Hegarty, 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."
'Very fresh idea'
Jury member Nick Bell, executive creative director at WPP Group's J. Walter Thompson, London, added: "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 the BMW 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 Nike commercials "Rucker Park"and "Young Love."
'Sheet Metal wins gold'
Omnicom Group's Goodby, Silverstein & Partners picked up two Gold Lions -- one for
|'Sheet Metal' from Goodby, Silverstein took a Gold Lion.
In addition to the Grand Prix, Crispen Porter won a Silver for the Mini spot "This is America"; another Silver for an Ikea campaign directed by Wes Anderson; and Bronze for the Ikea commercial "Bored to Death."
Havas' Arnold Worldwide won two Lions: a Silver for the Volkswagen spot "Bubble Boy" and a Bronze for VW's "Squares." WPP's 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
Other U.S. Lions include a Silver for Omnicom's TBWA/Chiat/Day's promos for hockey coverage on Fox Sports; a Silver for the NFL spot "Crazy" from WPP's Y&R Advertising, 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 Interpublic Group of Cos.' 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 Omnicom's DDB Worldwide, 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
|Peugeot's 'Sculptor' received the Journalists' Award.
'Sculptor' wins Journalists' Award
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 Publicis Groupe's Fallon Worldwide and Optimedia (a media agency jointly owned by Publicis and Cordiant Communications Group) for BWM Films, the project that seemed to bust out of all the categories laid down by the festival last year. (This paragraph has been corrected. See below for details.)
"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." ~ ~ ~
CORRECTION: An earlier version of this story incorrectly reported that Fallon was the sole winner of the Titanium Lion for its work on BMW Films. In fact, the agencies shared the award for their work on the campaign.