Geico Nabs a Film Grand Prix at Cannes — With a Pre-Roll Ad
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In a move that may spark a welcome sea change in the snooze-worthy arena of pre-roll advertising, the Cannes Lions International Festival of Creativity Film Jury awarded one of its top prizes to a mold-breaker in the category: a spot from Geico’s “Unstoppable” campaign that dares viewers to try and stop watching ads in which “nothing” happens. The jury also bestowed the honor on a beautiful Leica film that brought life and historic weight to the challenged field of photography, while the Film Craft jurors gave the category’s top prize to John Lewis’ heart-tugging Christmas ad starring a boy and his pet penguin Monty.
What won:
In the Film/Television category, the Grand Prix went to Leica’s “100” ad, created out of F/Nazca Saatchi & Saatchi and directed by Jones + Tino of Stink. The elegant two-minute film recreates classic scenes from 35 iconic photographs, linked by seamless transitions, to celebrate Leica’s 100th anniversary and highlight the brand’s historic importance in the world of photography. It also marked the opening of the Leica Gallery in Sao Paulo.
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