Every week, I attempt to share a list of clutter-breaking creative ads. This week, select Cannes Lions winners, ads from Zomato, Wimbledon and more. Occasionally, I comment on topics relevant to the business of advertising.
So another season of Cannes Lions winners is upon us. Some campaigns which have gone on to win big have been found to be dodgy when it comes to claims of effectiveness.
One argument about awards in the context of dodgy entries is: these ‘reward’ creativity and not effectiveness.
In that case, such award shows should not have effectiveness as a category or a criteria. Let the entries not ask about business challenges the idea was meant to solve. Then it can be an unbridled celebration of creativity without any shackles. Like painting or cinema.
But there’s one hassle: advertising is commercial creativity, isn’t it? It’s meant to show business results unlike art for art’s sake.
Also, then the case study films or entries should not allude to any claims of effectiveness or improvement it brought (imaginary or otherwise).
Anyway, things aren’t going to change. It’s impossible to get off the awards treadmill. And many industry insiders firmly believe this is how it is: an idea for a cause or case study film first and then retrofitting something by way of brand.
Industry leaders also keep writing opinion pieces about how the era of 30-second commercial is over and advertising is about ‘acts’ and being part of cultural behaviour. Really? Is a fizzy drink or burger brand that important in people’s lives? This in turn encourages teams to think of some activation or an event for brands and the cycle repeats. Among the few Cannes winners I came across, were the classic TV spot for Channel 4 and a few other activation ideas.
Axa: Three Words
The context: In France, insurance policies have a clause where the insurer can seek alternate housing relocation in case of fire or flood. Data also shows that ‘home is the most dangerous place for women‘ due to rising cases of domestic violence. But women cannot claim housing relocation as an option in case their homes become unsafe due to violence. AXA got three words ‘and domestic violence’ added in the clause pertaining to housing relocation.
Why I like it: we live in a world where brands dare not be happy only with the traditional 30-second ads and print campaigns or even just video content on social platforms. Brands believe that some act or intervention needs to happen which goes beyond claims and ‘demonstrates‘ that they mean what they say. According to the case study film, this was added in 2.5MN contracts of AXA with retroactive effect and resulted in 9% uplift in new contracts. This campaign won big at the Cannes Lions 2025.
Agency: Publicis Conseil
Vaseline: Verified
The context: in the creator driven social media platforms such as YouTube, TikTok and Instagram, there are hacks for almost everything. Many of them apparently involve using Vaseline in various use cases – some of them downright dangerous. Vaseline could run the risk of negative publicity if things go wrong. They stepped in to have safe uses of Vaseline in such user-generated videos as ‘safe’ and ‘verified’ receiving an official seal.
Why I like it: this simple act created a clamour among content creators to have their video verified. The brand also integrated e-commerce functionality in such videos by making their verified hacks shoppable. The campaign resulted in 43% increase in sales, according to the case study video.
Agency: Ogilvy
Zomato: Father’s Day
The context: An occasion like Father’s Day triggers a ton of moment marketing initiatives from brands. All of them try to link the brand or at least the category to the occasion. Often the link is tenuous or absent. In my view, brands trying to capitalise on the news cycle or an occasion, ideally they should have a direct link to it, as with New Balance and French Open recently. A new ad from Zomato on Father’s Day is among the many that brands put out.
Why I like it: for one, it doesn’t try too hard and avoids being pompous with platitudes about a dad’s duties & sacrifices. It cleverly equates the apps youngsters know and depend on to a dad’s typical qualities. The link the the brand and category is established towards the end but in a manner that feels natural. And of course, the leap from ‘apps’ to Appa brings a smile.
Wimbledon: there is only one Wimbledon
The context: in every sport, a handful of tournaments or venues reach iconic status and are considered a ‘cut above’. Wimbledon and the Centre Court have that aura in tennis. A new anthem film for this year’s event highlights the challenges faced by players by dramatising what could go on in the minds of players.
From the hush before a decisive point to the weight of legacy that lives within the grass, this is not merely tennis. It is Wimbledon.
Source
Why I like it: the visual dramatisation of the mental pressures, the challenges of the grass court and the legacy of the event is brought alive memorably. The trailer explores not just glory on the court, but also the psychological pressures that can play on players’ minds during crucial moments in a match. Familiar Wimbledon elements – the grass, the net and the racket – have been warped and exaggerated into the types of tricks the mind can play, inspired by conversations with several former and current players.
Agency: VCCP
Cheetos: the ‘other hand’
The context: earlier this year, Cheetos created a hilarious ad for the Super Bowl. The ad was a funny depiction of the ‘perils’ of eating Cheetos: messy, cheese-filled hands. They extended the idea with a ‘what if?’ question: what if everyone used only the ‘other hand’ to do what they do (as the Cheetos eating dominant hand is no longer usable) and that resulted in so many possibilities – including a font and so much more.
Why I like it: to me this represents the best of traditional 360-degree campaign idea based on a product truth. It’s the proverbial ‘big idea’ that has ‘legs’ as it can extend to so many fun creative elements that make use of whichever medium they use. I saw the campaign video as part of the Cannes Lions entries .
Agency: Goodby Silverstein & Partners
Zee5: Apni Bhasha, Apni Kahaniyan
The context: it is only natural that Indian language content is the most popular in India. Only the urban affluent who’ve studied in English medium schools and have have western sensibilities think & speak in English. In their homes, even among family members and children, conversations would be in English. They form a small percentage of the population. But even in the large societal group where mother tongue is spoken at home, English is aspirational. A new film for ZEE5 introduces ‘Apni Bhasha, Apni Kahaniyan‘ as a theme through a simple, yet poignant story
Why I like it: first, there is a human insight. Many parents might converse in their mother tongue with their new born or toddler. But the moment they reach the age to go to pre-school (forget LKG or UKG) the pressure is on to converse only in English. Kids too feel the pressure of falling short of expectations at a very early age. All this comes at a cost. Our Indian languages run the risk of being forgotten over time. This may sound overly dramatic but this is how traditions and languages die – because of lack of use or practice. Dialects like Tulu which rely solely on being spoken (as there is no script in wide usage) run this risk even more. The ads bring alive the ‘apnapan‘ we have with our mother tongue and create awareness about the need to preserve them.
Agency: Talented
Cipladine: fast aid express
The context: advertising for FMCG and ‘everyday’ brands is tough. New ads for a skin ointment that promises fast relief (not a new claim in the category) uses humour to create a memory hook.
Why I like it: clever switch of first aid to ‘fast aid’ (though I initially thought it was a dig at Bengali accent!) to create a audio mnemonic.
Agency: MullenLowe
WWDC: 6 out of 5
The context: even though it is apparent, it has to reiterated that WWDC is for developers on Apple’s various platforms. Many commentators assume that it is a consumer event and bash Apple for ‘no major innovative hardware’. The event aims to make developers see Apple’s platforms as lucrative and build loyalty. At the end of the show this year, they released a film showcasing actual user reviews.
Why I like it: The apps developed by such developers can make a difference in people’s lives. Appreciation from end-users is a big high for developers. In turn, Apple needs developers to flock to their platform and ‘prefer’ it. The film neatly meets twin objectives by showcasing some actual reviews which are funny, heart-felt, genuine and over-the-top.
Thames Water: bin it, don’t block it
The context: water services utility brand, Thames Water in the UK wanted to create awareness about blocked sewers caused by people throwing un-flushable items down the drain. They created a simple, yet memorable ‘Bin it, don’t block it’ appeal urging users to use the bin instead of the kitchen or toilet sink to flush items which should not be thrown into the seweage system.
Why I like it: changing behaviour is tough. We’ve seen that with breaking habits like smoking, drunk driving or breaking traffic rules. The campaign uses media platforms well: TV uses humour to compare items we won’t put in other gadgets or durables while static media highlights the hidden cost of such behaviour.
Agency: 23red
Canva: make the logo bigger
The context: Canva has become a go-to creative tool for both casual and professional content creators. It’s ease of use and flexibility are its major plus points. A new outdoor campaign dramatises the ‘whatever you want it to be’ idea.
Why I like it: ‘make the logo bigger’ is a trope that never fails to evoke smiles or groans among creatives. It is panned as the most common request from brand owners. This outdoor and others in the series use the familiar Canva user interface which also enables the drag & drop ease of use functionality.
Agency: Stink Studios
Cadbury’s: made to share
Lastly, the oh-so-clever and relevant use of the ‘made to share’ idea at Cannes Lions 2025. Guaranteed to bring a chuckle and spot on for the audience.
Agency: VCCP
Which one was your favourite? Do comment in.
