Ogilvy’s Post

Watched our very own Neo Mashigo, from M&C Saatchi Group South Africa on the panel yesterday. Who discussed humour in advertising and whether it should have a category of itself at Cannes. The whole panel made up of amazing talent from DDB, BBDO and The Orchard all universally agreed that humour probably shouldn’t have its own category at Cannes. But if that’s what it takes for us to start having fun again. Then it might be necessary. One of the key questions put to the panel was why do we see less humour? All the panel agreed, it is probably the hardest thing to write. Clients tend to avoid wanting to offend anyone so they prefer comedy that doesn’t go too far. Sadly sometimes this gets chipped away. Resulting in bland work. It was also put the panel why humour isn’t awarded very often in Cannes? The key take out was that international juries all have different frames of reference for humour in their respective countries. And in the jury room they need to take more time to go into this level of nuance. The panel were asked why purpose work is devoid of humour? Neo made an excellent point that a few years ago Dumb ways to die, broke the mould by being funny for purpose work. And that it is possible. Juries tend to lean more towards work that pulls at heart strings. Finally the panel were asked what their advice was for making funny work? They all agreed that making funny work is hard. It takes laser focus, especially on set. Sometimes the whole crew think a scene might be funny. But allow yourself to keep pushing harder. Allow for dialogue to change. Often a piece of ad-lib, a reaction that wasn’t originally written can be the difference between Gold or an also ran. So try to give yourself time for an accident to happen. Oh and David Kolbusz dressed as a mime artist on the panel was pretty funny. He stayed in character the whole time.

Prasoon Pandey is the President of Film Craft Lions, McCann's Harjot Singh leads Creative Effectiveness Lions, Leo Burnett’s Kalpesh Patankar is Craft Lions President from Leo Burnett, and dentsu's Prerna Singh Mehrotra is President of Media Lions. Follow the link in comments to know more. #advertising #marketing #industryupdate

When you understand that 70% of the success of a campaign comes from the creative aspect, you work with WPP. When you realize that you need to integrate creativity and tech to deliver the creativity, you work with Ogilvy One.

2023: No.1 in the Middle East, No.9 in the world. 2024: No.1 in the Middle East, No.7 in the world.

As another #Canneslions wraps, tune into the latest episode of The Human Element where we are joined by Prerna Singh Mehrotra, Chief Client Officer and Media Practice President at dentsu APAC, and Rafik Belmesk, Chief Strategy Officer at Dentsu Creative Canada, who took part in this year’s Cannes Lions Jury, to discuss key themes around the award winning work, how the craft is evolving, and the importance of Cannes for brands.  https://lnkd.in/eHqvufHk #TheHumanElement #CannesLions2024

Inflation, rising food costs, and AI-generated budget recipes. It's rare that brands actually have the ability to be 'relatable' to their consumers, but this campaign absolutely nails it! "The Inflation Cookbook" campaign by Dentsu Creative x Food Banks Canada | Banques alimentaires Canada is a great example of the creative way data can be utilised to create a stronger emotional connection with consumers through their everyday, real life struggles. Gen AI beautifully integrates into the app with custom recipe generation aided by #Midjourney visuals that allow the user to truly feel listened to about their specific needs and concerns. Definitely warrants a Gold Media Lion at the #CannesLions2024! #artificialintelligence #digitalmarketing #advertising #generativeai #dataanalytics #inflation

Everyone has a favorite Super Bowl spot, but which do the creative minds behind the spots think is the real MVP? Watch the teaser below and catch the full video on ADWEEK.com! Edit by Malinda DiPasquale