
As the curtains draw on yet another exhilarating Cannes Lions International Festival of Creativity, the global advertising industry finds itself at a pivotal crossroads of creativity and technological prowess. The 2024 edition not only showcased the best and brightest in advertising but also underscored the evolving dynamics of consumer engagement in a digital age.
Impactful Campaigns
Among the standout campaigns that resonated deeply with audiences was the campaign by Orange, in partnership with the French Football Federation (FFF), to promote the 2023 Women’s World Cup.
Using deep fake technology, the “Bleues’ Highlights” the ad initially showcased renowned male football stars like Kylian Mbappé and Antoine Griezmann performing exceptional feats on the pitch. However, halfway through, the ad cleverly revealed that the footage actually features players from the women’s French football team, challenging viewers’ expectations and biases.
This approach served multiple strategic purposes. First, it leveraged the popularity and recognition of male football stars to grab attention and engage a wider audience, including those who might not typically follow women’s football. By seamlessly integrating deepfake technology, the ad not only surprised viewers but also highlighted the skill and talent of female athletes in a compelling and visually striking manner.
Moreover, by drawing from the extensive archives of the FFF and showcasing moments of brilliance from the women’s team, Orange and Marcel, Paris, underscored the equal prowess and excitement found in women’s football.
Ultimately, the ad is a bold and innovative step in combating biases against women’s sports. And won scored a hat trick of Grands Prix. Not too shabby.
The “Michael CeraVe” Super Bowl stunt orchestrated by Ogilvy PR New York has garnered significant acclaim in the advertising world, culminating in a Bronze Lion in the Film category at Cannes Lions. This achievement brings the campaign’s total award count to nine, placing it among the most awarded campaigns from the U.S. in 2024.
The campaign cleverly leveraged actor Michael Cera, known for his quirky and relatable persona, to pretend to be the founder of CeraVe, a well-known skincare brand. The Super Bowl stunt aimed to blur the lines between reality and fiction, capturing audience attention and generating buzz through its unconventional approach.
Spreadbeats for Spotify, created by by FCB New York, took home nine Lions including one Grand Prix, two Gold, three Silver, three Bronze in Creative B2B, Creative Data, Digital Craft, Direct, Entertainment for Music.
By transforming a mundane media plan spreadsheet into a dynamic and engaging music video, the campaign not only showcased creativity but also cleverly targeted its audience—advertisers and media agencies—by demonstrating the power and potential of advertising on Spotify.
Overall, FCB New York continues to push boundaries in advertising, consistently delivering campaigns that resonate with audiences, drive results for clients, and earn recognition within the industry. Their blend of creativity, strategy, and technical expertise positions them as a leader in the competitive landscape of global advertising agencies.
Queen Latifah was well… Queen
Queen Latifah delivered a powerful address at The Cannes Lions International Festival of Creativity, discussing her personal journey with body image and obesity within the music and acting industries. Emphasizing the need for a more inclusive and health-focused dialogue in advertising, Latifah highlighted the pressures she faced and the importance of accepting oneself amid industry standards.
Addressing unrealistic beauty norms and her own path to self-acceptance, Latifah underscored the impact of media and societal expectations on body image. She advocated for reframing obesity as a health issue rather than a character flaw, urging for compassionate dialogue and support systems within communities.
Throughout her speech, Latifah positioned herself as a voice for change, drawing on her experiences to advocate for authenticity and representation in Hollywood and beyond. Her candid reflections on personal challenges and societal pressures resonated with audiences, reinforcing the significance of diverse narratives and inclusive representation in media.
REELated:
Elon Musk was well… Elon Musk
Elon Musk captivated attendees at the Cannes Lions International Festival of Creativity with a robust defense of free speech on X (formerly Twitter) and a visionary outlook on AI and its impact. Addressing his controversial remarks about advertisers and censorship, Musk clarified that while advertisers have the right to choose where their ads appear, they should not dictate platform content. He underscored the importance of freedom of speech and authenticity, defending his own tendency to speak openly despite potential controversy.
Musk also delved into the transformative potential of AI in news aggregation, asserting that X’s AI-driven model could surpass traditional media in accuracy and speed. He predicted rapid advancements in AI technology, envisioning a future where AI enhances creativity rather than stifles it, and plays a pivotal role in revolutionizing industries like search engines.
Beyond X, Musk shared updates on SpaceX’s mission to make life multi-planetary and Neuralink’s advancements in enhancing human intelligence through brain-computer interfaces. His visionary outlook highlighted his curiosity-driven motivation and the profound impact he anticipates AI will have on humanity’s future.
Themes of Collaboration and Responsibility
Throughout Cannes Lions 2024, collaboration emerged as a central theme, with brands and agencies forging partnerships that pushed the boundaries of traditional advertising. From immersive brand experiences to co-created content with influencers and artists, collaborations underscored the industry’s collective effort to deliver authentic and engaging narratives that resonate across diverse audiences.
However, amidst the celebration of creativity and innovation, Cannes Lions 2024 also reflected the industry’s introspection on its impact and responsibilities. This could be seen in Havas’ Welltainment Panel on Juneteenth.
Discussions on ethics in advertising, data privacy, and the balance between commercial interests and societal well-being were prevalent. As brands navigate a landscape shaped by consumer expectations and regulatory scrutiny, Cannes Lions served as a forum for reflection and debate on the future direction of advertising.
Cannes Lions 2024 was more than a celebration of advertising excellence; it was a testament to the industry’s capacity for reinvention and its enduring ability to capture the zeitgeist of our times. As we look ahead, the lessons learned and inspiration gained from this year’s festival will undoubtedly shape the evolution of advertising, ensuring that creativity, innovation, and responsibility continue to define the future of brand communication.
Until next year. Au revoir!
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Colin Costello is the West Coast Editor of Reel 360. Contact him at colin@reel360.com or follow him on X at @colinthewriter1