CANNES, France—Tech large Apple and U.Okay. nonprofit Marketing campaign In opposition to Residing Miserably (CALM) every gained a coveted Movie Grand Prix at Cannes Lions at this time.
Movie Lions is among the few classes at Cannes allowed to award two Grand Prix. This 12 months, the jury acknowledged two very totally different campaigns: a comedy brief selling a product and a transferring movie tackling suicide prevention.
The primary, for the iPhone 14, is just not the Apple advert that many Cannes delegates predicted would dominate the movie class, “The Biggest” (although that marketing campaign did win the Grand Prix in Leisure Lions for Music). As a substitute, a 40-second spot referred to as “Chill out, It’s iPhone–R.I.P. Leon” took dwelling the massive prize in movie.
The advert, created in-house, reveals a person gazing forlornly at a pet lizard which he believes is useless. He texts the reptile’s proprietor, “I tousled…Leon is useless.”
However miraculously, Leon comes again to life and—in a intelligent product demonstration of the iPhone 14’s options—the person is ready to unsend his message.
Apple’s industrial embodies the developments noticed by the Movie Lions jury when evaluating this 12 months’s crop of labor: It’s brief format, humorous and extra targeted on merchandise. As jury president Bruno Bertelli, world CEO of Le Pub, world CCO of Publicis Worldwide and CCO of Publicis Groupe Italy, mentioned, there was “a loss of life of the massive manifesto movie” and a “comeback of humor … We chosen work that is superb in promoting.”
Final 12 months Apple additionally gained one of many Movie Grand Prix.
The second Movie Grand Prix
The opposite Movie Grand Prix went to CALM and ITV’s “The Final Photograph,” created by company adam&eveDDB.
As a part of the charity’s largest-ever suicide prevention initiative, the spot reveals the final movies of people that took their very own lives. The individuals look cheerful and carefree within the footage, to remind viewers that “suicidal doesn’t at all times look suicidal.” (CALM was additionally honored as Adweek’s Model Function honoree at this week’s Model Genius luncheon in Cannes Tuesday.)
“The perception is so highly effective, so robust, that nothing else is required,” Bertelli mentioned. “It’s a stupendous piece of movie and an enormous situation.”
