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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : September 2010
23 SEPTEMBER/OCTOBER 2010 CAMPAIGNBRIEF RADIO 22 CAMPAIGNBRIEF SEPTEMBER/OCTOBER 2010 Siren call that wonusatriptoCannes Thanks to their 2010 Gold Siren Award winning Tena Incontinence Pads ‘Clothes’ radio commercial, Clemenger BBDO Melbourne’s Deputy CDs, Tom Martin and Julian Schreiber scored themselves a trip to the Cannes International Advertising festival in June this year. Here’s a brief rundown from the team of their experiences. To be honest, Tom and I have been to Cannes once before in 2008 and it took two years of rest, rehab and recuperation to gather the physical reserves to consider returning. Having said that though, when we won the trip with Sirens we imme- diately dropped everything and started packing. Of course, it was announced two months before going, so then we then unpacked and waited another month and three weeks, and then packed again. You see, Cannes is the jam- packed week of the best of every- thing in advertising without any of the tedious negatives. Fascinating, inspiring ideas and people every- where, exotic locations, ridiculously excessive parties galore. But with- out tight deadlines, without long meetings, without staring at a blank page waiting for some idea, any idea to come. What’s not to like, right? And unlike in 2008, this year, due to a bold mix of wanting to try some- thing fresh, some of our bosses actually being present this time, we decided to do something different and didn’t just drink, but actually went to some things the festival had to offer. So here’s our 2010 rundown of our time in Cannes or as Tom and I like to call it... FAMOUS AND KIND OF FAMOUS PEOPLE TOM AND JULES HAVE NOW BEEN IN THE SAME ROOM AS. 1. Mr. International Who is Mr. International? Good question. His real name is Juan something something, he’s the host of the entire Cannes Advertising Awards nights and because we can’t remember his name, we call him Mr. International. He’s a silver fox with a deep, rich, golden tan that wears a slick, black tuxedo. He has an accent that sounds like he jet sets around spending a different day of the year in every country in the world. Every festival he bounces onto stage like Tony Barber from Sale of the Century and roars “Ladies and Gentleman, Bievenue, Wilcommen, Welcome to the Cannes International Advertising Festival!” It is his paid enthusiasm that sets the tone for the entire week. And taking it upon ourselves this year to meet this man in person, it turned out that not only was Mr. International a great host, but he had more late night hotel stories that could make your ears bleed than any man alive. 2. Ben Stiller and Jeff Goodby and the head of Yahoo There are moments in your life where you just see a presentation that is the perfect blend of witty conversation, bold ideas, laugh out loud hilarity and just a feel good bond between the speakers. This was not that presentation. If anyone can recall that moment in Austin Powers “The Spy Who Shagged Me” when Dr Evil and his female off-sider get it on and then next day nervously meet at the cof- fee machine, and Dr Evil says to her “It got awkward didn’t it?”. This was like that, but with some- thing like three thousand people. It got awkward. Real awkward. There was obvious unsaid tension between the Yahoo leader, Ben and Jeff about something, so they almost blatantly refused to talk to each other. It was like someone had forgotten an anniversary and didn’t buy flowers. Stiller actually said at one point “What am I even doing here?” The penultimate moment of awkward- ness was when they asked the audi- ence for questions in desperation and immediately Ben started receiv- ing requests for his “Blue Steel” look from Zoolander. Which he finally did. But despite all this, Jeff and Ben did remain highly amusing. Jeff started taking layers and layers of t- shirts off revealing different mes- sages about reaching him on twit- ter. Ben handed out headbands to the audience that said “Stiller- strong” on them, a clear rip off of Lance Armstrong’s huge Nike “Livestrong” campaign which he claimed they were now in a small legal battle about. Funny. 3. David Droga and Chuck Porter Tom and I now feel like we have a close personal, one on one thou- sand relationship with these two industry leaders. It was just us, and as many people who could get away with cramming themselves into an auditorium before it was declared a fire hazard. Intimate. Their topic of conversation – When is the best time to open your own advertising agency? The answer I believe we heard from Chuck Porter was 1981. But having missed that boat, we were also happy to hear from Mr. Droga (or D-dog as we’re now so close) the answer for those willing to have a go is well, now. Both said in their own way you needed a clear mission for your agency. Not just for you, but for the people who are going to work for you. They need to know what you’re going to be about. Droga’s ideal of becoming “the most influential communications agency in the world” was frankly inspiring. It was also made clear that it didn’t hurt to start with some clients. Good tip. We listened carefully to Droga and quietly wondered, “Just how many times has that poor bastard had to explain why his agency is called Droga 5?” 4. Spike Jonze Look this was basically run-of-the- mill stuff. Sure, if you like ground breaking film-making in both long form and advertising short form, I suppose you could get a bit of a woody about being in the same room as Spike Jonze. And if “Being John Malkovich” is one of your favourite films, and you liked “Where The Wild things Are” I could see how this might get you all hot and bothered. And yes, his reel which they played before he spoke did look like a short history of the best of American advertising (sans Kuntz and Godsall - bless’em). But you know what we saw? We saw a somewhat scrawny, tall guy, in a jumper and slacks that we could definitely take down in a slap fight. It was Spiiiiiikkkkke Jonnnnnn- zeeee man! (insert shrill girl scream here). A creative friend of ours describes this experience as having a “creative crush”. Y’know where you fantasize that they want to collaborate with you on a concept. Execute your idea. It all sounds vaguely sexual. And then almost as if to break the spell, somewhere in the crowd a New Zealander shouts “Emm Spike. I’m from New Zealand. What kind of budget would you need to go there to do a job?” To which Spike replied coolly “Dude. I come for the ideas. If the idea is good enough I’ll sleep on your couch.” We assume “couch” is clever code for “I’ll sleep in your finest hotel”. 5. Sir Roger Moore This was fate definitely stepping into the breach and screaming out “Boys. You need to be in the pres- ence of a James Bond (admittedly not Sir Sean Connery, but hey, it counts). Somehow, and we still don’t know how, Tommy and I scored an invite to the Campaign Brief Colombe d’Or lunch in St Paul de Vence near Cannes, where the Australian and NZ advertising high flyers sit down and share a meal, and often some cigars surrounded by some serious art. And there, sitting in a pale linen suit, eating the chicken with his wife across the gap, was Roger “For Your Eyes Only” Moore. Tom and I began to stealthily approach hoping to get some sort of signature on a napkin or on a hand if need be, when we were stopped by a waiter, or maybe a guest of the lunch – anyway it doesn’t matter, and told “Don’t! Moore’s wife is very protective. She’ll eat you alive if you get too close.” We looked over at her. She didn’t look at all like she could possibly take us both on. But then on consideration, we realised she was married to a Bond, which meant she probably had con- cealed weapons somewhere on her person. It was just too risky. You win this round Mrs. Moore. 5. Yoko Ono Hmmm. Yoko Ono. Hmmm. Witnesses will report many differ- ent things about what actually hap- pened in this presentation. Some will say Yoko and a man got in a white bag together, undressed or at least took off a belt. But if Tom Martin and Julian Schreiber didn’t blame her for the break up of the Beatles before, they certainly do now. NOT SURPRISINGLY, the few names listed above were but the highlights of many fascinating people Tom and I encountered in Cannes. After observing, reporting and maybe embellishing a little on all these events it’s probably worth mentioning now that being in the presence of all these amazing peo- ple was only made possible by one thing. Sure, it’s a note to the sponsor but it’s also the basic truth. We simply wrote a radio ad about an inconti- nence pad, then entered it for free into an award show known as the Sirens, winning us a great trip to Cannes. So thank you Sirens, and very importantly thank you inconti- nence. Tom Martin (centre) with Julian Schreiber (right) and Clemenger BBDO Melbourne ECD Ant Keogh in Cannes Ben Stiller and Jeff Goodby on stage at Cannes this year David Droga in Cannes Roger Moore at the CB Colombe d’Or Lunch
May June 2010