Rejoice, ‘90s kids—MC Hammer will always be relevant. “Can’t Touch This,” the nostalgic Super Bowl spot from Goodby Silverstein & Partners that launched Cheetos Popcorn in 2020, won the only Grand Prix in Creative Strategy at the Cannes Lions International Festival of Creativity.
"This was the one that that did it all. Whether that’s communications strategy, whether it was digital or social strategy, whether it was the insight itself, whether it was product strategy, a product truth—a product attribute actualy, which was geniously renamed," said Jury President Suzanne Powers, global chief strategy officer, McCann Worldgroup, during a Cannes Lions Live debrief. "We do celebrate the serious stuff—it's nmportant for brands to take o those challenges—but it’s also important to understand that when we're in a business like this one we can also tap that human emotion joy, and laughter and a little bit of levity."