CANNES: Brands such as Old Spice and Philips were credited with having utilised television advertising to change popular perceptions about their products at the Cannes Lions International Advertising Festival.

Old Spice's recent tongue-in-cheek TV campaign "The Man Your Man Could Smell Like" (see the video here) came out on top in the Film contest at the event.

It was described by jury president Mark Tutssel as a "perfect" example of what could be achieved using this medium, having successfully "reignited a sleeping giant."

Made by Wieden + Kennedy Portland, the film edged out Bartle Bogle Hearty's "The Man Who Walked Around the World" spot for Johnnie Walker and TBWA\Chiat\Day's "Replay" effort for Gatorade.

Elsewhere, electronics company Philips won the Grand Prix in the Film Craft competition, which was making its debut at the Festival.

Its futuristic mini-film "The Gift" was set in a totalitarian state, and was reminiscent in style of Hollywood thrillers like Minority Report.

As part of the process, Philips, which also carried away the Film Grand Prix last year with 'Carousel', produced five online shorts via an alliance with directors from Ridley Scott Associates.

The ads, which were developed in conjunction with DDB London, were reported by Film Craft head judge Jon Kamen to have "blown the jury away".

Philips marketing chief Gary Raucher believed the corporation had now buried its previous reputation for lacking a creative spark.

"Philips has gone through a transformation. Three years ago we wouldn't have even been at Cannes," he said.

Gatorade also took a Gold Lion in the Titanium and Integrated category, which is awarded to a campaign that involves an idea that is "provocative, challenges assumptions and points to a new direction."

The Grand Prix winner in this section was US electronics retailer Best Buy, which worked with Crispin, Porter & Bogusky to launch a customer service function, called the Twelpforce, on Twitter.

"Customer service has long been the most negative part of the retail experience," said Rob Reilly, the chief creative officer at CP&B. "I think it is amazing that customer service hasn't been re-invented."

The Integrated Grand Prix , awarded to a campaign employing three or more media, was given to Nike's LiveStrong cancer initiative, which also picked up the same honour in the Cyber Lions category.

Abbott Mead Vickers BBDO snatched the industry's first 'Grand Prix for Good' for its 'Choose a different ending' anti-knife campaign for the Metropolitan Police.

AMV BBDO was also named Direct Agency of the Year and, with the help of its Met Police campaign, won three Gold, three Silver and five Bronze Lions.

In all, US agencies took home nearly a third of the 100 Lions awarded, including six of the 14 Golds.

Data sourced from the Guardian; additional content by Warc staff