Cannes Lions uses same idea as viral video mocking adland to promote this year’s festival

Picture 23Cannes Lions has launched an ad campaign to promote this year’s festival that uses the same idea as a video mocking the ad industry that went viral last month.

The campaign, created by McCann London, features some of the industry’s most illustrious creative figures portrayed as overenthusiastic stock photography models.

But it comes just a month after the launch of a film called ‘The generic brand video’, a compilation of stock video footage with narration that parodiers adland and its use of generic images. The film, for stock footage company Dissolve, went viral and has amassed around 1.2m views on YouTube.

The Cannes Lions campaign was shot by Max Oppenheim, and features the likes of Sean Sim, ECD of Ogilvy China, James Hilton, co-founder and CCO of AKQA and Cindy Gallop, the former CEO of BBH USA in extreme states of excitement.

Cindy Gallop

The idea behind the campaign was to inspires delegates to return to work with renewed enthusiasm having been to the event.

Come back pumpedCannes Lions had not responded to Mumbrella’s questions about the similarity between the two campaigns.

Mike Oughton, creative director at McCann London said in a press release: “This campaign will strike a chord with everyone in the world who has ever typed the word ‘success’ into a stock image library search bar.”


Agency: McCann London
Campaign: Pumped
Client: Cannes Lions International Festival of Creativity
Photographer: Max Oppenheim
Chief Creative Officers: Rob Doubal & Lolly Thomson
Creative Director: Mike Oughton
Copywriter: Mike Oughton
Art Director: Simon Hepton
Digital Team: Thomas Ilum & Carl Rapp
Typographer: Gary Todd
Producer: Anna Henderson


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