The Cannes Lions Festival is the world’s premiere creative communications event. Every year, the top innovations in advertising are recognized in a variety of categories. We wanted to do the same with a category of our own, so we studied all the winners and chose the Top Five Most Musically Engaging Ads of Cannes.
“Pretzel Bacon Cheeseburger - Yes, Yes, Yes”
Wendy’s | VML, Ketchum
Wendy’s customers had no idea that by simply hitting “tweet,” they were writing a hit song. For part of their “Pretzel Love Songs” campaign, VML used existing tweets about the new Wendy’s Pretzel Bacon Cheeseburger to compose “Yes, Yes, Yes” with popular group Boyz II Men. The hilariously dramatic tribute to the sandwich was accompanied by an equally funny video that asked viewers to reach out on social media if they wanted the limited edition burger to remain on the menu. The song became a single on Spotify and the overwhelming response from consumers led Wendy’s to make the Pretzel Bacon Cheeseburger a permanent menu item.
“The Berlin Wall of Sound”
SoundCloud | Grey Germany
To commemorate the 25th anniversary of the fall of the Berlin Wall, Grey Germany partnered with SoundCloud to create an incredible audio experience. An acoustical reconstruction of the Berlin Wall takes listeners on an emotional journey, starting with the visual representation – a SoundCloud waveform in the shape of the wall. The audio is eerily realistic, featuring gunfire, quotes, and the low frequencies of an original Soviet synthesizer. At 7 minutes and 32 seconds long, the length of the track is the same amount of time required for sound to travel from one end of the wall to the other. US music producer Porter Robinson says, “This is one of the most beautiful and eerie uses of the Internet that I’ve ever seen.”
“Skip Ad Festival”
Sony Entertainment Television | Publicis Brasil
Have you ever NOT skipped an ad on YouTube? Publicis Brasil surprised viewers with the “Skip Ad Festival” by asking them to interact with a portion of social media they’ve grown accustomed to ignoring. In order to promote NBC’s “The Voice,” hundreds of artists performed for YouTube viewers in video ads, which can be skipped after five seconds. If the viewer disliked the artist after those five seconds, they would skip the ad. If they liked the artist, they would allow the ad to continue playing for longer than five seconds, which would get the artist one step closer to a grand prize – recording an original song with Sony Music. During the campaign, YouTube’s user engagement grew from 12% to 22%.
Due to human interference, the world’s marine life is struggling to survive. WWF The Netherlands launched their “Seastars” campaign to enlist people around the globe in their mission to restore natural order under the sea. Ogilvy & Mather Amsterdam commissioned an animated story that would show the plight of the ocean’s wildlife, but they needed a song that would drive the message home. So, they produced “World of Blue,” a haunting piece that communicates the magnitude of the current issue while still illuminating the hopefulness of the campaign. The song was performed by Dutch singer-songwriter Wyke van Weelden and reached #8 on iTunes.
John Lewis Partnership | adam&eveDDB
Every year, viewers in the UK anxiously await the John Lewis Christmas commercial. The department store’s latest Christmas ad tells the heartwarming story of a little boy and his friend, Monty the Penguin. Under the direction of adam&eveDDB, British artist Tom Odell recorded a lilting cover of John Lennon’s “Real Love” for the spot. A book, an e-book, and toys were created as part of the Monty the Penguin campaign. Viewers adored the story and the ad garnered 6.9 million views in its first 24 hours on YouTube – before it had even appeared on TV. After the commercial aired, Monty the Penguin toys sold out in just three days. WWF penguin adoptions rose by 600%. In addition, Tom Odell’s cover of “Real Love” jumped to #3 on the charts and John Lewis had a record-breaking Christmas.
By: Alex Holder, Music Dealers