The awards giving kicked into high gear at the recent Cannes Lions International Advertising Festival as judges handed out 172 Lions, including three best-of-show Grand Prix, in the radio, outdoor and media-buying ad categories.
Competition in these categories, among the nine being judged this week, was up significantly: Radio entries were up 23%, media submissions rose 13%, and outdoor ads 9%. Judges reviewed a total of 7,692 entries from around the world to pick the winners, according to USA Today.
The Radio jury president says the category's entries are up because marketers are re-evaluating all media. "Agencies and advertisers are turning attention to radio," David Guerrero, chairman and chief creative officer of BBDO Guerrero Ortega in the Philippines told the paper. "It's one of the great areas of possibility."
The US scored Gold Lions for radio ads with Combos Pretzels and Bud Light. Combos ads by TBWA/Chiat/Day play off its TV ads that show what the world would be like with men as moms. Bud Light ads by DDB Chicago feature the voice of Pete Stacker paying tribute to everyday men such as "Mr. Really Loud Cellphone Guy" and "Mr. Enormous SUV Driver." The series that started in 2000 on radio in the United Kingdom now has won two Grand Prix at Cannes.
But it was an Australian ad for U.S.-based Masterfoods' Snickers candy that won the Grand Prix. In it, two singing cowboys try to outdo each crooning about funny things they ate to satisfy their hunger.