Leo Burnett London landed the prestigious Press and Poster Grand
Prix at the 44th Cannes International Advertising Festival, held in
Cannes this week, with ’skidmarks’ for Mercedes-Benz.
The press ad, featuring a silver Mercedes SLK parked alongside a set of
dramatic skidmarks, emerged as the clear winner on Tuesday from more
than 6,000 entries.
Bo Ronnberg, chairman of the jury, said: ’It was in a class of its own.
It was the number one by an easy margin.’
Gerry Farrell, the UK press and posters judge and creative director of
the Leith Agency, added: ’This ad is going to be flashed all around the
world. It is simple and goes from the eyes straight to the back of the
The Mercedes-Benz ad beat a witty press campaign for Polaroid cameras
created by Goodby Silverstein and Partners in the US, which came second,
and ads about football obsession from Young and Rubicam Brazil for
Umbro, which came third. Both runners-up won gold lions.
Burnetts’ triumph was topped by a record number of UK wins this
British agencies took 13 of the 38 gold lions handed out. Leagas Delaney
won for Adidas, GGT for the Big Issue, Saatchi and Saatchi for nursing
recruitment, Bates Dorland for Banham Zoo, BMP DDB for ’use your vote’
and the Leith Agency for Irn-Bru.
Bartle Bogle Hegarty came away with two golds for Levi’s, as did Lowe
Howard-Spink for its Smirnoff Red ’surgeons’ poster and Vauxhall Tigra
’nice’ execution. Burnetts landed gold for United Airlines, and a
further gold for the Grand Prix-winning ad.
Seven of the 35 silvers went to British agencies, including Lowes for
Smirnoff Red, the Leith for Irn-Bru, M&C Saatchi for Silk Cut and the
Independent, and Saatchis for its campaign for a handgun ban.
The UK also picked up ten of the 43 bronzes handed out, with Leagas
Delaney, Lowes, BMP, TBWA Simons Palmer and Saatchis all featuring.
This article was first published on Campaign