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Ran-once print ads for Singapore carpet protector make Cannes Lions shortlist

One-off ads that ran in a single edition of a magazine for Indian expats in Singapore have made the shortlist of the press category at the Cannes Lions advertising awards show.

Three executions for a brand of carpet protector titled ‘Olive oil & balsamic vinegar’, ‘Sangria’ and ‘Minestrone soup, all of which appeared once in Singapore Press Holdings’ Tabla! magazine just before the deadline for Cannes in April, were shortlisted.

Lowe Singapore work for 3M

Scotchgard ad as it appeared in Tabla! magazine

The ads for Scotchgard carpet protector, which show pieces of spilt liquid amazingly avoid spoiling a carpet, were created by Lowe Singapore. 

Scotchgard ad as it appeared in Tabla! magazine

Scotchgard ad as it appeared in Tabla! magazine

Mumbrella incorrectly attributed the work to DDB Singapore – which has worked for Scotchgard’s owner 3M in the past – in a story about the campaign in May.

Scotchgard ad as it appeared in Tabla! magazine

Scotchgard ad as it appeared in Tabla! magazine

The Scotchgard campaign did not go on to win in the category, which saw New Zealand agency Colenso BBDO claim the only gold for APAC.

Scotchgard ad as it appeared in Tabla! magazine

Scotchgard ad as it appeared in Tabla! magazine

A campaign for Unilever brand Persil – also created by Lowe Singapore – ran in the same issue of Tabla! in April, but it did not feature on the Cannes shortlist.

Persil ad in Tabla!

Among the winners of Silver Lions in the Press category at Cannes was McCann India for a series of ads for a brand of digestive pills.

McCann India's 'French horn' ad for Dabor's Gastrina

McCann India’s ‘French horn’ ad for Dabor’s Gastrina

Another Silver Lion winner in this category was a campaign by Ogilvy Bangkok that depicted the animosity between sacked Top Gear host Jeremy Clarkson and British journalist Piers Morgan for a brand of “noise-cancelling” headphones.

Noise cancelling headphones

A third Press silver went to Grey India for an ad to trumpet the speed of DHL deliveries.

Grey India DHL

A fourth was won by BBDO Bangkok for AirAsia. The ad was in the form of a calendar, and suggested that “Phuket is even better on weekdays”.

BBDO Bangkok

The region picked up five Silver Lions and 11 bronzes from a total of 79 awarded in a category that saw entries decline markedly this year.

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