Crispin Porter & Bogusky in Miami has walked off with the film grand prix in Cannes for a commercial for Ikea.
The winning spot beat out the hotly tipped ‘Cog’ ad for Honda by Wieden & Kennedy in London. A second British entry, ‘Ear Tennis’ for Xbox by Bartle Bogle Hegarty in London, completed a shortlist of three.
Crispin Porter’s ‘Lamp’ mocks Americans’ attachment to old furniture, encouraging the audience to feel sorry for a discarded lamp before scolding them for it.
“What it does is it connects with this insight into human nature, that we form irrational attachments to these objects, and then it slaps you for having this attachment,” commented film jury president Dan Wieden. “And it solves a business problem that keeps the sector from growing as much as it could, which is that people do form these attachments.”
The same spot also won the Grand Clio award. Elsewhere, TBWA Worldwide in Paris – winner of the press grand prix – was named agency of the year, while the first Titanium Lion (introduced this year to reward innovation) was handed to Fallon Worldwide and BMW Films for the much-vaunted (albeit two years old) short film series ‘The Hire’.
Data sourced from: AdAge.com; additional content by WARC staff