By Published on .

[cannes] Two Amsterdam agencies fought it out for the International Advertising Festival's Grand Prix last week, but the charming commercial from Lintas for Nestle's Rolo candy edged out Wieden & Kennedy's Nike commercial pitting a human soccer team against a squad of evil opponents.


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.


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.


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

Most Popular
In this article: