These edgy spots for Cannes Lions tell companies to send their worst employees to the festival -- because it's "cheaper than severance."
Created by McCann London, there's a spot for several different agency and client types that you might just recognize -- the account director who "breaks creative spirit," the VP of marketing who's never signed off one creative idea, the strategist who has little to show for her seven years at the agency, the producer who says every idea is impossible, and of course (seen here) the creative team who failed to live up to their promise.
The campaign, shot by photographer Dan Burn-Forti, will also include print ads in national newspapers and trade magazines and digital activity until the festival, running June 21-27.
Robert Doubal, chief creative office and co-president at McCann London, told Creativity: "Reminding people to invest in a delegate pass because it's cheaper than severance appears to be a quick joke, but has an immensely serious undertone. Targeting people who actually decide who gets a delegate pass was the bit that opened up the idea."
He added: "When we presented the films to the whole agency, we got a laugh and then a clap, and there was a long period of silence. And then someone from the back shouted. Have you got yourself a pass? 'Of course I have,' I said. My boss bought me one. I wouldn't miss it for the world."