Cannes Film Lions 2022: Highlights
I don’t agree with either Cannes Film Lions Grand Prix this year.
Apple: The Underdogs. Sure, it’s good. But it isn’t as good as the first ad in the series which won Gold in 2019. It goes on for eight entire minutes and frankly, it’s dull at that length. The first ad in the series, where the team proposed a round pizza box was snappy, beautifully cast and full of charm. This is exactly the same idea done all over again. But, some incredibly credentialed judges said it was Grand Prix, so there you go.
The other Grand Prix winner is also a sequel. And yes, it is beautifully made and has a super catchy tune. But it’s also the same idea, executed slightly differently.
2022 was a relatively weak year for film advertising. If two sequels win the Grand Prix, that’s not a good sign. There’s lots of great work – but this year is short on truly transcendent campaigns we’ve seen in previous years. There’s no ‘It’s a Tide Ad’. Or ‘Dumb Ways to Die’. Or dozens of other ads that still resonate.
Nonetheless, there is still much to learn from this work. So take a look at the highlights of the Cannes Film Lions from 2022 below. And if you don’t agree, I’m always up for respectful discussions in the comments.
Table of Contents
For the record, here are the Film Grand Prix winners
Like, I said they’re very good. But they’re sequels, so the degree of difficulty goes down. Make your own mind up.
So what should have won the Grand Prix?
It’s against my better instincts to vote for something that is a charity ad – but the ad below, Save Ralph, is the work in the 2022 Cannes Film Lions that really did something differently. Much of that comes from the unique flavour Taika Waititi brings to everything he does. The craftsmanship in this work is next level.
F.Y.I. This ad won the Grand Prix for Good along with a Gold Lion in Film, so I guess there’s that.
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IMHO, Apple did better work than their Grand Prix this year
It’s not as showy or expensively produced. But much of it is great. Some won Gold, some won Bronze. They are great pieces of storytelling that hit the features of the product on the button. The detectives ad in particular is incredibly written and directed on every level. It’s the pick of the bunch.
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Getting the audience to play along.
This next campaign encouraged a response on social media. It’s not just smart advertising. It’s smart marketing. Which is what us creatives should be aspiring to with every brief we work on.
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As always, Asia delivered some truly outstanding work
Incomprehensible and bizarre. But wonderful. I particularly like this ad for a bank from Thailand. Wonderful dry humour with the product name said over and over.
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From Thailand as well comes the below piece of work that did well too. It’s compelling all the way through, takes some detours, and blows your mind.
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Great results at the Cannes Film Lions for India
For the first time, an Indian agency won agency of the year at Cannes in 2022. Much of the notable work was in direct / brand experience / pr categories which have been rising in influence in the past decade. But there are two ads that were awarded in the film category that are really good.
Machine-gun mouth deserved better than Bronze if you ask me, but it always comes down to the jury on the day. The Vicks ad below it was awarded in the Film Craft category rather than Film. A beautifully measured piece of work.
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And don’t forget Japan either
The artistry in this creative advertising is utterly remarkable. You’ll need to watch it a few times to really appreciate the craft and love that has gone into it.
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Sweet, emotional storytelling was also notable
This Axa ad is beautifully observed. The curmudgeonly but affectionate grandfather is perfectly cast. It takes a long, long time to know what the product or product category being advertised is though. This is the Cannes Film Lions, not the real world. If the ad is good enough, you’ll get away with it here.
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Next is this Cadbury ad. It is so simple it is almost idea-less. The director is the real hero here. The casting, timing and camera work are perfect.
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Mastercard paint their visuals beautifully below, using the device of a spotlight to bring the idea to life. The balance between the visual device and the storytelling is perfect.
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McDonalds tell the father / son story perfectly in the next ad. Absolute magic.
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Christmas is always a great occasion for emotional storytelling. The Danish Postal Service created the ad below, with an enormous twist at the end.
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This is an incredible piece of film-making. Utterly heart-wrenching.
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Finally, PTSD for carers and hospital staff is brought to light in this film below. It’s brilliantly done. It is so difficult to tread the line between despair and hope in an ad. And they’ve done it so well here.
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Comedy always works in Cannes Film Lions
How about a bit of comic relief after all those heavy emotional ads?! During a long day in a judging room, a jury can always do with a good laugh. There was a fine selection of snappy, quirky and surprising ads.
Snickers did something a bit different from usual, and it paid off.
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Twix also did a great job at getting a laugh. Amazing direction as well.
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And here’s Oatly. It was only awarded Bronze, but I personally like this better than that. A really fun idea.
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This idea for the Swedish Tourism Board isn’t ha-ha laugh out loud funny. But it’s a quirky insight delivered with a twinkle in the eye. I really like it.
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The quality of animation and puppetry was exceptional in 2022
In addition to ‘Save Ralph’ that we profiled earlier, there were some other beautifully animated (and written) pieces of advertising in the Film category this year.
This first ad is impeccable. It’s a simple sponsorship ad (the only sponsorship ad to be awarded this year), but the way it was executed has made it truly something special.
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Oatly had a great year at the Cannes Advertising Festival
This brand was awarded in several categories for different pieces of work. Including film, for this animated film below.
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Finger puppets taken to the next level
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I honestly don’t know what to say about the below film. It looks amazing, but I have no idea what is going on. Judge for yourself.
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Heineken dominated the beer category
Not just in the film category. In direct, PR, brand experience – there were a variety of great Heineken ideas that were awarded.
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Brewdog managed to get some metal for Droga5 though. It’s not a new style of ad. It’s just written and executed really well.
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Gun control in the USA was a strong theme
There were two exceptional campaigns that were awarded at Cannes this year that advocated for gun control in the USA.
The first one you’ll see here was awarded in multiple categories. The organisation invited firearm advocates to give graduation speeches in front of a field of empty chairs, signifying the children that would not graduate from high school because they were killed by a firearm.
Creatively, it’s great. It has echoes of the highly awarded ‘truth’ campaigns of the early 2000’s that worked against tobacco companies. But this is truly its own thing. Very ambitious and they pulled it off wonderfully.
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Film Craft deserves more credit
This next campaign for the Sandy Hook Promise was awarded in the Film Craft category rather than the mainstream Film category. The main commercial is one of the most powerful pieces of emotional film-making I have ever seen.
The supporting films telling the stories of the individuals are heart-wrenching as well. If you have a powerful story, get out of its way. Don’t be too clever. Just let it be told.
The great thing about the Film Craft category is that the juries are directors and film producers. It’s a different perspective, and it throws up interesting work that doesn’t slot as neatly into the ‘advertising’ world.
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And the 'meh' bunch at the Cannes Film Lions 2022
There are always some pieces of work in every category that are ok. They probably should have been shortlisted, but in another year they wouldn’t go any further.
Sometimes it’s because of the reputation of the brand, more than the quality of the work. The Nike ad below fits into that category.
Other times it’s the quality of the celebrity and the expense of the production. Like the Uber Eats ad.
Or perhaps because it’s a familiar structure that we’ve seen awarded a few times before at the Cannes Film Lions. Like the Meta ad.
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What will we see next year?
Even though advertising has been changing, so much stays the same. We might have our ads placed in more places in different sizes and lengths than before. Supported by social and activated with public engagements.
Advertising is more complicated. But the best ads stay simple.
Some creative team in any of the thousands of agencies all around the world is going to have everything come together perfectly for them. The idea they’re excited about will be bought. The suppliers that come together to produce it will outdo themselves. It will find its audience, capture the zeitgeist, and make the brand – and the creators – famous.
I hope it’s you.
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