Tony Clewett’s Cannes Diary: Day 2

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Tony Clewett, creative director at DraftFCB, Auckland is representing New Zealand on the Cannes Lions Radio jury. Clewett, along with most of the Australian and NZ jurors, is of course reporting exclusively for CB.

It’s really weird. I’ve met a shed load of people over the last couple of days and I seem to be the only Cannes ‘virgin’ in this crazy place. It started with the cab ride in from the airport with two of my fellow jury members. A 9th-er and a 15th-er. And it hasn’t stopped since. Which just shows how all-powerful this award show is. And how far away little ‘ole NZ is. Oh well, everyone smiles politely when I tell them it’s my first time (while trying to hide that WFT expression).

Speaking of the WTF, day two produced some interesting moments. Heard a bizarre campaign that did nothing but slag me off. Well, not just me – everyone who listened to it. Got called things like a ‘pathetic douche bag’ (first time in a while). And the product? Molly’s Cupcakes – ‘so good they can afford to offend’. Sure, why not. I think… And it was American… Or Canadian (who can really tell the difference).

Also heard a bunch of car spots. All advertising rear vision parking cameras or sensors. It’s was obviously the buzz thing to sell cars in 2011. And running your voice over backwards is obviously the way to do it. But probably not if you want to win awards. 

The great thing about being on a jury like this, when you’re ‘forced’ to listen to over 700 spots in two days, is that you start to to see what kind of trends emerge. And which ones to avoid. Like think carefully if you are going to make your spot a singing one. As you’ll have a lot of company. 

Or if you’re going to play with radios ability to do left and right channels/messages simultaneously, you won’t be alone.

Oh well. Today’s the first shortlist day. Exciting. I’ll get to see if my fellow jury members agree with my predictions. And if not, well, they’re all douche bags then.