MullenLowe wins first Cannes Lion Gold for Singapore in 2017

“The two videos were released on YouTube by Clear on April 19 – the day before the Cannes entry deadline…”

hehe….these guys and their tricks.

apart from this, what a shit pair of commercials…..rubbish idea, and execution…..zero insight too. who’s on the jury? anyone from lowe?

Cannes does it again. Is there a category for “ads that actually ran in the markets they supposedly did”?! Because I don’t think there’ll be any ad submitted for that category. Pity.
This is obviously such a bad scam ad. Nobody’s buying that shampoo because it’s just a bad ad no matter how you look at it. (And the worker dude looks like Jean Nouvel the architect coated in dust.) If anyone is wondering why the ad world is tanking – please refer to Cannes and bs they’re peddling. It’s just a party week to get drunk and blow agency budgets getting hammered.

Health and wellness?
The correct category it should be entered in is Consumer: Household.
Just because they used stress as a borrowed interest, Clear is just a shampoo and not of a health or wellness product.
Call me when they win Gold for a tougher category.

I haven’t seen this on Tv yet and it was posted just in time for qualification on Youtube which is usually a sign of another fake ad. It doesn’t quite have that family touch that P&G products are known for either does it. The guidelines are out the window for Cannes. This was proven during the BBDO Guiness scandal. What does the agency and their conspiring client have to say? They won a gold in front of the entire ad world. They must have something to say yeah boys?

Clear is a brand with a bunch of rules a mile long. Usually you have to use cristiano ronaldo or some celeb tosser …so this metaphorical nonsense seems to be clear scam. Can you guys interview eric rosa, CCO about this…he seems to fly under the radar all the time while his agency does work like this.

Regardless of whether or not this is scam, it is shit. Shame on the jury. Shame on Cannes.

Wow. As well as being awful, this is so off brand for Clear. Not in a million years would this see the light of day in normal circumstances. Everything – execution, tone, audience – is just so off. Shame on Unilever for putting its name to this just for some Cannes recognition.

Where’s that MullenLowe guy who was on here talking about APAC-based CEOs and great Asian talent. This an example of what you meant Wayne?

They’re quite nice. But typically Singaporean in that they are cheap, entirely confected for awards and unlikely to sell a single outer.

Anyone wants to take potshots at Fearless Girl? Winner of three Grand Prix. Bold statement for women in America or fake corporate feminism?

No need to.
Fearless Girl didn’t appear in a ‘blink & miss’ moment like Clear on the last day of qualification.
I’d take ‘fake corporate feminism’ over ‘cowardly scam’ anyway.
One had an idea and a global reaction.
The other didn’t even have a media plan.

I dont get why this is a scam?

The GLOBAL client is quoted here saying she endorsed it. the noise is because they didnt give mumbrella a media schedule. fuck that.

this is a solid piece of work that makes me proud to be working in Singapore. regardless of the culture of creative fear we sow, this shows that there is still a bit of wild creativity on our isle.

good job guys.

“Those who can’t win, write. And those who can’t write, write for mumbrella.”

Once a year Unilever let’s the agency have some fun and make a fake ad. This is the norm at Lowe. They just aren’t as good as DDB or Ogilvy. Everybody agrees it is harmless and is an easy win for all concerned. It’s a content video pretending it’s a real TVC. Even as a real TVC it’s painful to watch. If this is the standard of Asian Gold, we are in real trouble lads.

There is a nudge nudge wink wink agreement to let these made for awards work thru.
At least Saatchi & Saatchi made it count with their Bruce Lee anti dandruff spot years ago.
That bar has not been equaled since.

Seems like instead of celebrating creativity — or even just something different — mumbrella’s going on its usual cannes witch hunt again.

Good job to the guys at Lowe for NOT making another ronaldo ad. Pushing the frontiers at least. Takes real bravery.

To the critics out there, dont even speak until you’ve actually sold a piece of work like this to a global client. Those who’ve done it know it’s never easy.

Kudos.

Fake ads win Fake awards. They come and go every year. Just add this on to the long list of Bike Shop Ads, DDB Starhub ads. MullenLowe Singapore makes simple scam work every year. It must get boring, but they keep making them. This one is a weird one yeah. Stress causes dandruff? Is this a public service message? Who was the strategic planner on this one?

Odd, why should it be boring when you keep winning?

It must be boring, and frustrating, when you don’t win. So you end up taking cheap shots from the shadows.

I’ve yet to see a commentator who’s had the balls to leave their name AND bash the work.

Because the ones that don’t leave their names out when bashing, are the ones whose names you usually can’t find on the awards credit list.

@witch hunt
maybe mullenlowe should also come back when they have sold an idea like this into a global client, because I guarantee you this was not pitched and approved prior to production. Where is the media? or does Unilever now make approve ads with no run? It was an awards video which the client added its name to.

and that is without even getting into the quality of the ad in terms of brand, idea and audience

We all know what it is. I would love to defend it on it’s creative merits but it gets harder to do that when it looks like a student film. This fake is a real piece of work that nobody will be sending Press Releases on from the client side or the agency side. The Cannes golden goose continues to be the real winner. They entire show is now the real scam. MullenLowe are just a bunch of scammers thinking up student show ideas to execute with their clients logo on it. It’s a shame too, because it really makes a joke out of the Singapore office.

All scammers have only one response to such serious allegations:

you’re jealous because you cant win, so you must be shit at what you do and cant possibly comment on us.

Pathetic. Let’s see the real ads they do for Clear…..Ive seen them and they’re pure rubbish….and let me tell you this one comes pretty close.

Someone above commented on the ‘Stress causes dandruff’ angle and questioned who the strategic planner was. Let me tell you there was NO planner. Scam ads are made in a vacuum. Visual first and fuck everything else. Such a creatively boring ad too.

All annonymous posters on mumbrella have the same allegation toward any Singapore work in Cannes.

You can only win scam, so therefore you can’t win with real work.

Pathetic. Big talk coming from a bunch of hidden IP addresses that seem hell bent on bringing other creatives down.

Creatively boring? Based on whose standards? Show the real work you’ve personally done, that to you is creatively sound, and then do the walk. At the moment, it’s all talk.

Love to see some lowe people (CCO?) use their real names and tell the truth for once instead of their anonymous potshots like above.

Judging by all the aggro and stress above, ad folks who aren’t bald should be shedding heaps of dandruff like a snowstorm.
Chill guys.
This is only Cannes. Not like it was real advertising.

At this point, its not about scam or no scam…..more like how did this piece of excrement get past the jury…not as a finalist, but as a gold!

Guess we have these muppets to thank:

Film
Jury President – Pete Favat, Chief Creative Officer, Deutsch North America, USA
Joaquin Molla, Co-Founder & Chief Creative Officer, La Comunidad, Argentina
Laurie Geddes (right), Creative Group Head, J. Walter Thompson, Australia
Erh Ray, Founder & Co-CEO, BETC Sao Paulo, Brazil
Luc Du Sault, Partner, Vice-President & Creative Director, lg2, Canada
Faustin Claverie, Executive Creative Director, TBWA\Paris, France
Andreas Pauli, Chief Creative Officer, Leo Burnett, Germany
Sonal Dabral, Chairman & Chief Creative Officer, DDB Mudra, India
Koichiro Tanaka, Creative Director, Projector, Japan
Ivan Carrasco, Creative Vice President, Ogilvy & Mather, Mexico
Camilla Bjørnhaug, Senior Copywriter, TRY, Norway
Elissa Singstock, Executive Producer, Wieden+Kennedy, The Netherlands
Mónica Moro, General Creative Director, McCann, Spain
Josephine Wallin, Art Director, King, Sweden
Adrian Rossi, Executive Creative Director, AMVBBDO, UK
Joanna Carver, Executive Creative Director, Grey New York, USA

open secret that in Mullenlowe they have secret agreement with Unilever for them to produce scam work for awards every year. these works are never gonna run, its just for awards guys. chill out, they know its scam.

nothing wrong with such agreements….whats in question is how such a substandard ad is being touted as creative…by a substandard cannes jury.

I do think there is something wrong with such agreements. I once believed the shows were here to award creativity in advertising. Not creativity in art or film school projects. If it’s just some R&D effort than that’s all it really is. It isn’t creative in the context of advertising at all. This is an old argument. I’m just so curious why agencies keep getting behind such things while they are downsizing and cutting salaries to keep business going. We are in a sad state for sure. Winning a Gold for this little fake film doesn’t do the market, client or agency much good in the end. It just sort of jerks off some creative director who needs approval. Nothing against the creative boys because there are some talented people around, but so few can handle real briefs anymore.