Publicis Mojo Sydney’s ‘Super in, super out’ spot for Hahn Super Dry, which uses the theme music from Knight Rider, claimed one of only two Aussie winners from 92 entries in the Film Lions at Cannes in a year that has seen Australia miss out on a grand prix winner.
The ad, directed by Tom Kuntz through MJZ Films, shows how beer is made at the Hahn factory with things that guys like – beach buggies, rock music, sports, helicopters and a rubber tiger filled with beer.
Michael Canning, executive creative director of Leo Burnett US, said of the Hahn spot: “Beer ads should be about having some fun with the brand. The agency didn’t over complicate it – it’s a fun, entertaining piece that gave the jury a laugh.”
DDB Sydney and Soma Films won a silver for Cross country for the Volkswagen Tiguan.
There were no winners for New Zealand.
The Monkeys ECD Scott Nowell explained earlier today why his agency’s music-led spot for Sydney Opera House didn’t make the Films Lions shortlist, saying it was “lost in translation”.
He said that he was surprised that DDB’s Tiguan ad didn’t get more than a bronze in the Film Lions, adding that it had been “an abysmal year for car ads” in Australia.
Sustainability and the use of music were at the heart of the grand prix winner, Back to the start by Los Angeles shop Creative Artists Agency and Nexus Productions for Chipotle, which also won the grand prix for branded content.
“The spot made me change my view of that company,” said Angus Tucker of Canadian agency John St. “It makes Chipotle stand out from the big chains mass producing food. This ad couldn’t be for McDonald’s or Burger King. It felt distinct and ownable to them, reflecting the company’s values.”
He added: “The ad is special because it gives something back to the consumer. Advertising is usually ephemeral. If an ad can make you think about a better world, it becomes timeless.”
The spot’s use of music, a Willie Nelson version of Coldplay’s classic The Scientist, was also credited as a reason why the jury chose the ad.
Jury president Tham Khai Meng, global chief creative officer of Ogilvy, said: “From the day we crawled out of the caves, music has played an important part of our lives, from didgeridoos in Australia to flutes made of bones in Peru. We are hard wired to respond emotionally to music – it forces a gut reaction.”
“Music is not the most important part of an ad – but it plays a big role. And it’s a big reason why we went for the Chipotle campaign,” he said.
The ad claimed the grand prix ahead of close contenders Bear for Canal Plus, Roadside Ditch for DirecTV – revealed to be ex-President Bill Clinton’s favourite ad campaign earlier this week – and Three Little Pigs for The Guardian by BBH London, which was widely tipped to win top honours.