Finally! Our mandatory dose of Cannes celebrity.
Canada’s national treasure, actor Ryan Reynolds, is an agency owner who also helms Aviation Gin and Mint Mobile. I blame him for some of the funniest advertising this year. His secret (besides him) is “fastvertising”. He deploys rapidly when he senses a cultural flashpoint. Case in point, he built an Aviation Gin spot around the lead actor in the universally despised Pelaton ad, faster than you could say “global mockery”. Ryan’s theory is that speed removes layers, allowing good ideas to find life faster.
Reynolds also offered the best definition of advertising ever heard. He calls it “diet storytelling”. Our craft is creating micro-stories. We construct a story with a beginning, middle and end stuffed into a few seconds. In that blink of an eye we spur our audiences to buy, or consider our cause or change their minds. It’s an art. Or maybe it’s magic. Likely a bit of each.
Speaking of magic, I bring you Marmite – the most polarizing spread on planet Earth. You love or loathe it, there is no middle ground. In this brilliant activation they went beyond subliminal seduction and went straight to mind control. They hired a famous hypnotist to convert avowed Marmite haters. Unable to air the spot, the agency took it into research, filmed, and shared the results.
If you are in need of a smile today have a peek. You can thank me later.
Many brands made their mark this year by helping others during Covid. Some chose to help small struggling businesses cope, others showed support for healthcare workers. The Brussels local transit had a special bus carry messages to loved ones in lock down. Recliner Radio really stood out. The pandemic exacerbated an issue facing many seniors: isolation. Agency Luckie created a pirate radio station called Recliner Radio, and retirement home residents became its DJs. They created a 1-800 number to phone in requests and dedications. It’s an utterly new spin on the golden age of radio.
Best buzzwords on Day Four (thank you Ryan Reynolds)
• Fastvertising
• Diet storytelling
Lots more to share tomorrow, on our final day. Canada is on a roll, by the way. We have now exceeded the most Lions we’ve ever won. Congratulations to everyone. We are crazy proud.