Ted Royer's Cannes Diary - Day three

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 THREE observations on the judging.

As predicted, things are getting better. We watched internet films today, and there were some real standouts. Things should get through nicely despite British judge Bil Bungay`s best attempts to kill everything in sight. Someone get Bil a machine gun, he`s in a killing mood. Also all respect is due to Toshiya Kono from Japan, who insists on watching every piece to the very end, even when its fairly clear it will be bad. With Toshi, you get your money`s worth in judging.

Now that I`ve thought about it, it still is a sausage-fest here in this jury. There are only three women out of a total of 21 judges (22 if you count David Lubars). The three are the hilarious Lisa Bennett from DDB, the saucy and hilarious Sophie Shoenburg from AlmapBBDO in Brazil, and Steve Back from Saatchi in Australia. No, wait, I meant to say my good friend Janet Kestin from O&M toronto, of Dove fame. And each day they split the women up so there´s one in each group. I guess they don`t want female block voting.

So yeah, interweb films today. I can`t talk about specific work, but suffice it to say there´s really nice stuff from a brand that rhymes with Bella Bartois, and some not-so-nice formulas that keep popping up. Even internet stuff has fallen into repetitive types. It´s not enough to just find some mildly interesting artist or musician and then do a documentary about how cool they are and then tack on your brands logo as if to say "we know how cool this guy is, so we must be cool to."

Nor it is good to take an idea that would work as something in ad length and stretch it out to 3 minutes. I know the internet has freed us ad people from the restrictive and stifling 30 second limit, but if you don`t have that much to say, don`t take forever to say it. Lots of ideas that would probably get a lot farther if they ad been judiciously edited will die because they just bore the judges. So long does not equal good. Good equals good.

Tomorrow we do the shortlist.

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