Ikea's 'Lamp' wins Cannes

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[Cannes, France] The simple "Lamp" spot for Ikea by Crispin Porter & Bogusky was the unexpected film Grand Prix winner at last week's International Advertising Festival.

The most-asked question in Cannes all week was whether anything could beat "Cog," the two-minute Honda Accord tour de force by Wieden & Kennedy, London, whose elaborate chain reaction created from car parts fascinated viewers. But "Cog" came in third in voting that went on until 10 p.m. on June 20. Xbox's "Ear Tennis" from Bartle Bogle Hegarty, London was in second place.

"`Lamp' was operating on a very small budget, but it's a very powerful idea," said Cannes jury chairman Dan Wieden. In the poignant spot, an old lamp is discarded in favor of a new and nicer one from Ikea. "It tapped into this connection we have to things that become dear to use for no reason except they have been ours for a long time," said Mr. Wieden. "That's the problem in Ikea's business. People get attached."

He said there had been strong feeling for "Cog" but Ikea won out because the idea was so powerful and simple. Maxxcom-backed Crispin Porter also won a U.S. Media Lion for brewer Molson and its "Ride" for BMW of North America's Mini won a Press & Outdoor Lion.

During the festival at least three car ads were tipped as contenders for the Grand Prix: "Cog," Goodby, Silverstein & Partner's "Sheet Metal" for Saturn and a Peugeot ad from Italy called "Sculpture." In "Sculpure," from Havas' Euro RSCG Worldwide, a young Indian man bashes up and remakes a Peugeot until the car looks like the more recent model he saw in an ad.

With the U.S. economy barely recovering and Europe still mired in recession, the 7,000 festival-goers packing the Martinez bar and the Carlton terrace swung between lighthearted banter and concern that the economy has dampened creativity. In a Cannes-style cutback, some festival goers traded down from the exorbitantly expensive Hotel du Cap to the $300-a-day Carlton.

U.S. showing

In total, the U.S. won six Gold Lions out of the 22 awarded. U.S. entries won only three of the 108 Press & Outdoor Lions, compared to 16 for top winner Brazil. In addition to Crispin Porter's "Ride," Publicis Groupe-backed Bartle Bogle Hegarty, New York, won a Silver for Wenner Media's Rolling Stone magazine campaign, while a bronze went to Volkswagen's "Square," from Havas' Arnold Worldwide.

The original print Grand Prix in the opening Press & Outdoor competition was disqualified. The campaign by Publicis Groupe's Leo Burnett Worldwide, Lisbon, for a Portuguese bookstore Ferin, was ruled ineligible because no paid media was used. Miguel Angel Furones, chief creative officer at Publicis' Leo Burnett Co., said the submission was "an honest mistake." He clarified that the campaign ran as outdoor, newspaper and point-of-sale ads, and although the client did pay a creative fee, all the media placements were donated.

Judges said the contender most likely to replace the Burnett campaign was a German ad for Dat Backhus Bakery by Springer & Jacoby, Hamburg. Then that ad was thrown out, too, for not running in paid print media, although it was allowed to win a Gold in outdoor.


In the end, a Sony PlayStation ad that was entered separately in the print and outdoor contests was switched from outdoor Grand Prix to print Grand Prix. That ad, called "Re-birth," was created by Omnicom Group's TBWA, Paris, and shows the head of a grown man emerging from the womb of a supermodel. The third and final attempt at an outdoor Grand Prix was awarded Kiwicare's No Bugs Insect Spray of New Zealand created by Grey Worldwide, Auckland (see the ads on Work, P. 70).

Going into the film contest June 20, the four earlier competitions had resulted in a generous 225 Lions, up from 210 last year when there were 5% more entries.

* The U.S. won the Media Grand Prix, for a campaign by Publicis' Fallon, Minneapolis, on behalf of Chicago-based electronic stock exchange Archipelago.

* In the direct marketing competition, the U.S. picked up just one of the 56 Lions awarded, to Fallon, a Silver for its offline effort to drive traffic to the BMW Films site. The Grand Prix went to WPP Group's Y&R Advertising, Sydney, for a Jim Beam campaign.

* Nike dominated the Cyber Lions, winning seven Lions for work from four countries, including the Grand Prix for the fourth year in a row. The U.S. did best in the interactive contest, picking up 10 of 39 Cyber Lions.

* The Titanium Lion was won by Fallon, Minneapolis, for BMW Films.

contributing: jim hanas

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