Ted Royer’s Cannes Diary – Day two

Campaign Brief Asia asked Droga5New York ECD Ted Royer to be our eyes on this year’s Cannes Lions Film & Cinemajury. Here are his DAY TWO observations on the judging.

Still divided into groups. But things are moving a long nicely.

I’m seriously depressed, because we watched Public Service today. Damn. Child soldiers, land mines, cancer. I know these are extremely important causes to fight for and bravo for those who gave their time and support to these, but seeing them all at once like that makes one want to curl up in a ball and weep. Some really good stand-outs in the category. It should be nice. Creatives seem to have a real penchant for telling stories in animation, which, while sometimes beautiful, causes the viewer to become really detached from the problem. I’m just saying.

It’s tough watching this because you sympathize for the problem in these ads, but have to vote for the idea, not the organization. So a lot of this work might actually get me to donate, but that doesn’t mean the creative solution is worthy of a lion.

And for Public Service, the things that really seem to get us wonderfuland talented judges buzzing are the spots that offer easy ways to help,not just depictions of the problems. People want to be armed with a wayto behave or act, not just asked to donate.

Also shimmering mandolin soundtracks seem really, really popular when you want to make people sad.

Then we saw categories for alcoholic drinks and candy. I guess theythought we needed that after all the public service. Some funny stuff,but there seems to be echoes of skittles everywhere, and few thingsthat match that high standard.

Happiness Factory has had quite an impact around the world becausethere are more than a few animated spectacles with huge crowds of happycharacters all marching happily in support of whatever product they’reselling. Happiness Factory was great, but these imitators seem a bitcreepy, kind of like watching parade footage from facist dictatorships.

More raining food spots. I’m sure tomorrow will be better.