Every year Cannes recognizes some of the biggest, game-changing advertising ideas in the world. Alongside those huge ideas are smaller ones that still haul home hardware. Here are a couple of those.
This idea, for a men’s deodorant from Rexona, is simple and well-produced, but doesn’t involve a lot of interactivity and would probably not incite guys to visit it more than once. It is a one-hit wonder. The premise is simple: a Spanish guy named Fermin is in Pamploma, which is famous for the running of the bulls. He is running from things, too, and obviously needs a very strong deodorant.
Then there is this banner for the Brazilian furniture polish, Poliflor. It feels like it should be a 15-second TV spot. But it’s a strong, funny idea.
These ideas for CPG companies are not necessarily moving the industry forward, but they moved the judges at Cannes, and there’s a good chance they’ll move consumers, too.
Attention Shoppers! 