Ted Royer's Cannes Diary - Day two

ted-ROYER-BEST.jpgCampaign Brief Asia asked Droga5 New York ECD Ted Royer to be our eyes on this year's Cannes Lions Film & Cinema jury. Here are his DAY TWO observations on the judging.

Still divided into groups. But things are moving a long nicely.

I'm seriously depressed, because we watched Public Service today. Damn. Child soldiers, land mines, cancer. I know these are extremely important causes to fight for and bravo for those who gave their time and support to these, but seeing them all at once like that makes one want to curl up in a ball and weep. Some really good stand-outs in the category. It should be nice. Creatives seem to have a real penchant for telling stories in animation, which, while sometimes beautiful, causes the viewer to become really detached from the problem. I'm just saying.

It's tough watching this because you sympathize for the problem in these ads, but have to vote for the idea, not the organization. So a lot of this work might actually get me to donate, but that doesn't mean the creative solution is worthy of a lion.
And for Public Service, the things that really seem to get us wonderful and talented judges buzzing are the spots that offer easy ways to help, not just depictions of the problems. People want to be armed with a way to behave or act, not just asked to donate.

Also shimmering mandolin soundtracks seem really, really popular when you want to make people sad.

Then we saw categories for alcoholic drinks and candy. I guess they thought we needed that after all the public service. Some funny stuff, but there seems to be echoes of skittles everywhere, and few things that match that high standard.

Happiness Factory has had quite an impact around the world because there are more than a few animated spectacles with huge crowds of happy characters all marching happily in support of whatever product they're selling. Happiness Factory was great, but these imitators seem a bit creepy, kind of like watching parade footage from facist dictatorships.

More raining food spots. I'm sure tomorrow will be better.

1 Comments

Anonymous said:

"Also shimmering mandolin soundtracks seem really, really popular when you want to make people sad"
haha... you're an idiot royer. have a good one over there mate.

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.