Time for reflection

The Cannes Lions festival is fast drawing to a close; only the closing ceremony and the closing gala remain. This means the shortlists of Film & Titanium and Integrated are out. I am an ardent fan of the film medium; I have grown up watching some really big ad films through the years - Honda Cog, Ikea Lamp, Argentinian Airline and Stella Artois' Returning Hero, to name a few.

And, who can forget HBO Voyeur, Philips Carousel and suchlike? I remember these because after coming out of film shortlist screenings this year, I missed them. And, that makes me put forward a hypothesis: perhaps, cases across other categories and their case AVs are making much more impact than films. So, a Sweetie beats DIRECTV; Sound of Honda overtakes the best of automotive ads; Mimi Cancer Foundation's 'If only for a second' moves us more than Thai Life Insurance commercials.

This takes me to the second part of this argument that's been brewing within me for long: in the times we live in, 30-60 seconds can be a restrictive duration to tell great stories. This standard duration of a TV spot has evolved a very formulaic language of storytelling, one that relies heavily on a quick set-up and then, a resolution. Long-form ads or cases, on the other hand, do not rush to an end. They take their own sweet time to set up a context, build on very fine layers that make an engaging middle of the story and then, end it on an emotional high. So, if you sample the content that has impacted audiences recently, both locally and internationally, it will mostly be long-form content.

Does this mean a wake-up call for ad films? In my humble opinion, yes! While airing rates might continue to be sky-high, marketers and agencies will have to co-create channels and stories to make an extraordinary impact on their target audiences.

Next, let me mention some campaigns I might not have shared with you. A spot for Line Telco in which a father chats with his grieving daughter from her late mother's account was very moving. Another one in which a father does everything for his son (even donates a kidney) and yet, because of slow internet, his son yells 'I hate you papa' was hilarious. Honda 'Hands', Lurpak 'Adventure Awaits' and P&G 'Pick them back up' are all worthy, big productions.

The other clear trend in Titanium is technology is being used in mind-blowing ways. Samsung Power Sleep, which lets you donate your mobile's computing power when you are sleeping; 3-D printing of prosthetic arms; and Tattoo cancer skin checks are some examples of where the world of communication and media is moving to.

McCann India's 'Share my dabba' campaign - a little sticker that helps feed Mumbai's hungry children - is also part of this absolutely exclusive Titanium shortlist. That's the final report from here. May the best shortlist win!

The author is the National Creative Director at McCann Worldgroup