Cannes week has ended and the AI backlash is already in full swing. Possibly it’s the collective hangover, however together with speaking smack about AI, some Cannes attendees gave the business’s artistic output a little bit of a mauling within the press.
TBWAWorldwide President Troy Ruhanen thinks creativity is ‘bloody common’ and ‘not in its boldest place’, and complained that it’s being overshadowed by AI hype, in an interview with AdAge.
Promoting’s artistic choices haven’t gone down nicely with Spike Lee both. At a press convention, the legendary filmmaker and Cannes’ Inventive Maker of the Yr, complained about all of the garbage TV advertisements he needed to sit via throughout lockdown.
“I watch quite a lot of sports activities and a few of these commercials ‘I’m like, who wrote that? Who thinks that’s humorous?” Lee mentioned, including: “And particularly these quick meals [commercials]. I imply particularly with the pandemic there are extra quick meals commercials now than ever and I don’t perceive it. They’re not even attempting to be artistic.”
Oh expensive. It’s powerful love like that may knock the final remaining shred of confidence out of an business present process an existential disaster.
On the upside, there have been some rays of artistic hope among the many successful entries at Cannes. It was significantly heartening to finish the week with adam&eveDDB’s “The Final Picture” marketing campaign for suicide prevention charity CALM successful the Grand Prix in Movie. This highly effective marketing campaign, which featured footage of actual folks dwelling seemingly carefree lives earlier than they died by suicide, began a nationwide dialog round the truth that the indicators aren’t straightforward to identify and the way suicide can disguise behind a smile.
Goal-led work for a charity or NGO isn’t precisely the order of the day at Cannes anymore as juries appear to be shifting towards extra paying shopper work. However the CALM marketing campaign is an important reminder of what will be achieved when creativity is utilized to an extremely essential trigger.
