In the ad world this is old news, but I thought some of you might have missed the Grand Prix Film winner, which is a gloried way of saying best commercial of the year, at the Cannes Lions International Advertising Festival. The Cannes is like the Oscars for Advertisers. And yes, there are advertising celebrities--the real world just doesn't care about them.
This year's winner was a Honda spot called "Grrr," which was created by Wieden Kennedy (UK), the same folks who brought us "Cog" few years ago--another great spot. (Give the spots time to load--it's worth the wait.)
"Grrr" is an example of how advertising can, in those rare occasions, become more than advertising. This spot is not just an ad for Honda's diesel engines, it's a philosophy of life, using Hate for something to motivate change. The song in the ad, sung by Garrison Keillor, tells us to Hate something. Change something. Then Hate something better. It is no coincidence that Wieden Kennedy is the same agency that created Nike's mantra--Just Do It.
When an advertiser creates an ad that transcends the product, an actually touches or impacts a person in a real way, some call it art. Others call it manipulation.