The document celebrates the 25th anniversary of Leo Burnett's annual Cannes predictions, showcasing standout television commercials and innovative marketing campaigns from 15 countries. It highlights a trend towards customization and interactive advertising, where brands engage consumers in unique ways, while also exploring themes of spectacle and provocation in advertising strategies. The piece concludes with a reflection on past notable winners and trends that have emerged in the advertising landscape over the last quarter century.

1. 25 Cannes Predictions
1987—2012
Years
A quarter century after Donald Gunn initiated Leo Burnett’s annual Cannes Predictions tradition,
we are proud to present the 25th Anniversary Edition of the Cannes Predictions Reel. Things
have changed profoundly since 1987, when Donald painstakingly collected ¾” reels from all
corners of the globe to compile this showcase of the best television commercials in the world.
The principles and the processes developed and refined over the years by Donald, as well as
other past editors Michael Conrad and Paul Kemp-Robertson, still guide our actions.
Leo Burnett Worldwide Chief Creative Officer Mark Tutssel has worked diligently with a global
team to select the materials on this year’s reel.
We believe the campaigns on this compilation represent some of the most creative work
being done in marketing today, and each has a strong likelihood of picking up a coveted Lion at
the Cannes Lions International Festival of Creativity. We’ve focused on delivering a cross-section
of the best thinking, the finest craftsmanship and most compelling ideas pushing the industry
forward. The reel features campaigns from 15 different countries across a wide variety of
channels and mediums.
For the first time in our 25-year history, fewer than half of the entries are traditional
“commercials.” Our reel features integrated case studies, interactive executions, websites,
mobile apps, ambient installations, design pieces and many efforts that cannot be easily
categorized. The 2012 reel accurately reflects the new media landscape we live in, where great
brand ideas are media neutral and can be executed across a range of channels.
There is much to analyze and appreciate in this year’s Lion contenders. In addition to the reel,
we’re hosting a broader conversation at www.cannespredictions.com, where we delve deeper
into the selection process, and see work that might not have made our final cut. And as part of
our 25th Anniversary celebration of Cannes Predictions, we’re featuring the last 25 Grand Prix
winners from Cannes in a daily countdown until the festival begins. Join the conversation, and
have a look at some of the most highly regarded work of the last year.
We look forward to seeing you in Cannes!

2. 25 Cannes Predictions
1987—2012
Years
Official 2012 Selections
01. Nike - Jordan “The Explosive Game” 11. Mercedes-Benz “Invisible Car” 21. Doritos “Dip Desperado” 31. Canal “The Man Who Lived In a Film”
Wieden + Kennedy / New York / USA Jung von Matt / Hamburg / Germany AMV BBDO / London / UK Try Reklamebyra / Oslo / Norway
02. Carlsberg “Bikers” 12. Google “Google Wallet” 22. ESPN “Shake On It” 32. Audi “The Swan”
Duval Guilaume / Brussels / Belgium RGA / New York / USA Wieden + Kennedy / New York / USA BBH / London / UK
03. Sony — Playstation 3 “Michael” 13. LG — OLED TV “The Thief” 23. Google & OK Go “All Is Not Lost” 33. Google Chrome “Dear Sophie”
Deutsch / Los Angeles / USA Y&R / Amsterdam / Netherlands Hakuhodo / Tokyo / Japan BBH & Google Creative Lab / NYC / USA
04. Canal+ “The Bear” 14. Nike “Addiction” / ”Before & After” 24. The Village Voice “New York Types” 34. UNA — ONLUS “Hate”
BETC Euro RSCG / Paris / France F/Nazca Saatchi & Saatchi / Brazil Leo Burnett / New York / USA JWT / Milan / Itlay
05. DirecTV “Cable Effects” 15. Nike “My Time Is Now” 25. Target “Little Marina” 35. United Colors of Benetton “UnHate”
Grey / New York / USA Wieden + Kennedy / London / UK Mother / New York / USA 72andSunny / Los Angeles / USA
06. Coca-Cola “Polar Bowl” 16. Carling Black Label “Be the Coach” 26. Organ Donor Foundation “Leila” 36. Troy Library “Book Burning Party”
Wieden + Kennedy / Portland / USA Ogilvy / Cape Town / South Africa Lowe Bull / Cape Town / South Africa Leo Burnett / Detroit / USA
07. Barnardo’s “Life Story” 17. K-Swiss “MFCEO” 27. Intel “Museum of Me” 37. Harvey Nichols “Walk of Shame”
BBH / London / UK 72andSunny / Los Angeles / USA Projector / Tokyo / Japan DDB / London / UK
08. P&G “Best Job — Olympics” 18. 7-Eleven — Slurpee “BYO Cup Day” 28. Little Monster “Take This Lollipop” 38. American Express
Wieden + Kennedy / Portland / USA Leo Burnett / Melbourne / Australia Tool of N. America / Los Angeles / USA “Small Business Gets an Official Day”
CP+B & Digitas / Boulder & NYC / USA
09. Greenpeace “Oil On Canvas” 19. Ubisoft - Just Dance 3 “Autodance” 29. The Guardian “Three Little Pigs”
Publicis Mojo / Auckland / New Zealand CP+B / Gothenburg / Sweden BBH / London / UK 39. John Lewis “The Long Wait”
Adam & Eve / London / UK
10. Austria Solar “Solar Annual Report” 20. BGH “Dads With Briefs” 30. Australian Census “Spotlight”
Serviceplan / Munich / Germany Del Campo Nazca Saatchi & Saatchi / Leo Burnett / Sydney / Australia 40. Chipotle “Back to the Start”
Buenos Aries / Argentina Creative Artists Agency / Chipotle / USA

3. 25 Cannes Predictions
1987—2012
Years
2012: Trends and Themes
Customization
More than a third of the reel features communication that offers people a unique personalized experience. This is the
continuation of a trend towards customization that’s been developing for several years. Whether it’s a brand like 7-Eleven
offering customers the chance to bring their own cup and fill it with Slurpee, or Intel helping Facebook users build a
Museum out of their data, agencies are finding ways to empower people to participate in a brand experience. Advertising
is no longer a one-way street, but a dialogue between brands and people. It’s evident everywhere this year: Carling Black
Label lets football fans “Be the Coach” of their favorite team, Google Chrome works with band OK Go to develop an
interactive music video that viewers can sculpt their own messages into, and American Express gives small business
owners a kit enabling them to develop their own unique advertising. The future points towards brands co-creating
content with people, using their public data to provide increasingly richer and more rewarding experiences.
Theater Of The Streets: Epic Spectacles That Engage & Confound
Another trend we’ve noted from previous years is the way brands are utilizing street theater to spark conversations,
inspire crowds, and build their audience. When we say “street theater,” we mean the staging of giant public displays
of art that are both experiential and interactive. Nike Jordan’s “Explosive Projections” is a fantastic example of a brand
building hype through the use of a grand act on a huge scale. Target’s “Little Marina” campaign is another case, in which
a giant, amazingly lifelike, animatronic robot takes to the streets of New York’s Fashion Week. The brilliant “Invisible
Drive” execution from Mercedes-Benz in Germany bypasses traditional media to create a stunt on the streets that
quickly became a viral phenomenon online. Brands that weave themselves into the fabric of cities through engaging and
awe-inspiring acts should do well this year.
Craft
As always, work that is crafted impeccably is likely to impress the juries at Cannes. Nike’s films from F/Nazca Saatchi &
Saatchi in Sao Paulo and Wieden + Kennedy London are each amazing. We delighted in the brilliant structure of
Barnardo’s “Life Story,” as well as the gorgeous sound design of the “Leila” spot for the Organ Donor Foundation in
South Africa. The writing of DirecTV “Cable Effects” work is marvelous, and the direction and editing of the Sony
PlayStation “Michael” commercial also won over our team. We especially loved Chipotle’s “Back to the Start” film, a
piece many think could be this year’s Grand Prix.

4. 25 Cannes Predictions
1987—2012
Years
2012: Trends and Themes
Provocation
Some of the most unforgettable work of the year is built on platforms designed to raise the ire of people everywhere.
Benetton’s “UnHate” campaign triggered outrage across the planet, while brands like K-Swiss sought to re-position
themselves with their “MFCEO” effort, which broke from category convention by employing tactics and a brand attitude
that borders on offensive. This tongue-in-cheek desire to push people out of complacency is also heavily present in work
like the Troy Library’s “Book Burning” campaign, and in Little Monster’s confrontational “Take this Lollipop.” Even
Greenpeace used the approach with a brilliant outdoor effort in New Zealand that used visuals that simply couldn’t be
ignored. In an environment where people can easily tune out, many brands that stuck out this year were those that
sought to infuriate and provoke—with communication that demanded engagement.
Future Facing Techniques
Every year we feature a number of cases that illustrate new techniques to reach people. This year, we’ve included
campaigns like Coca-Cola’s “Polar Bowl” campaign that ran during the Super Bowl, which targets multiple screens
simultaneously and is one of the most effective approaches we’ve ever seen to simultaneously communicate with people
on their TVs and mobile devices. We’re also deeply impressed with the Google “Wallet” application, which transforms
your mobile phone into a device that can pay for purchases by swiping it at cash registers. Another notable entry is the
“Solar Annual Report,” a publication printed with special inks that are activated by sunlight. Nike’s “My Time Is Now” is
another example of a rich online film that contains multiple levels of depth allowing viewers to discover hidden “tunnels”
in the video. Many of our 2012 selections are examples of work that requires new and emerging techniques to execute
properly... and more than a few would’ve been impossible dreams just a few years ago.
Narrative Twists
Stories that are familiar and cliché rarely capture people’s imagination anymore, and we’re proud to offer a few
entertaining spots this year that have unexpected conclusions and twists built into narratives. Work like the hugely
popular Canal+ “Bear” spot, John Lewis’ “Long Wait,” or Audi’s “Swan” each merit multiple viewings, as does the
Guardian’s retelling of the “3 Little Pigs” fable. People remember films that tell unexpectedly rewarding stories.

5. 25 Cannes Predictions
1987—2012
A Look Back
Years
Advertisers of the Year:
A few of our favorites before they were famous
2011: IKEA
“Little Cars”
Gold Lion, 2002
2010: Unilever
Vim “Prison Visitor”
2010: Unilever
Gold Lion, 2004
2009: Volkswagen
“Lamppost”
Gold Lion, 1998
2012: Mars 2007: Honda
Our favorite: “Cog”
Skittles “Touch” • Gold Lion, 2008 Gold Lion, 2003
2005: Sony
“Double Life”
Silver Lion, 1999
2003: Nike
“Morning After”
Gold Lion, 2000

6. 25 Cannes Predictions: A Look Back
1987—2012
Years
Blockbusters, Epics and Dazzlers
To surprise and delight is easier said than done. In the past quarter century, here are 12 spots
that stand out as shining standards in rewatchability.
Guinness “Surfer” Sony Bravia “Balls” Levi’s “Odyssey”
1999 2006 2002
Abbott Mead Vickers BBDO Fallon Bartle Bogle Hegarty
London London London
UK UK UK
Blackcurrant Tango Nike “Good vs Evil” Honda “Impossible Dream”
“Saint George” 1996 2006
1997 Wieden & Kennedy Wieden + Kennedy
HHCL & Partners Amsterdam London
London Netherlands UK
UK
Carlton Draught “Big Ad” Sony PS2 “Mountain” Volkswagen “Night Drive”
2006 2004 2008
George Patterson Y&R TBWA DDB
Melbourne London London
Australia UK UK
Xbox “Champagne” Volvo “Twister” T-Mobile “Dance”
2002 1995 2009
Bartle Bogle Hegarty Abbott Mead Vickers BBDO Saatchi & Saatchi
London London London
UK UK UK

7. 25 Cannes Predictions: A Look Back
1987—2012
Years
Loudest Laughs
It might be said that humor is the one constant at Cannes. It’s a language that transcends
borders and strikes Gold year after year.
Rolo “Elephant” Bangkok Insurance “Tyre” Toyota “Bugger”
1996 2006 1999
Ammirati Puris Lintas Creative Juice / G1 Saatchi & Saatchi
Amsterdam Bangkok Auckland
Netherlands Thailand New Zealand
Braahens “Naked Lunch” Budget “Aromatherapy” Crest “Bulldozer”
1993 2000 2008
Leo Burnett Cliff Freeman & Partners Saatchi & Saatchi
Oslo New York New York
Norway USA USA
Fox Sports “Nail Gun” Talens Rubber Cement Viagra “Golf”
2002 “Nuns” 2005
TBWA Chiat Day 1992 TAXI
Los Angeles Casadevall Toronto
USA Madrid Canada
Spain
John West “Bear” EDS “Cat Herders” Alka-Seltzer “Lifeboat”
2001 2000 1997
Leo Burnett Fallon McElligott Abbott Mead Vickers BBDO
London Minneapolis London
UK USA UK

8. 25 Cannes Predictions: A Look Back
1987—2012
Years
Gamechanging Moments
BMW “BMW Films”
2001
BMW enlists A-list directors including Tony Scott and John Woo to direct
a series of riveting shorts. While the clips are too long to be eligible for
the Film category, the effort paves the way for the Titanium Lion.
Lions honor effectiveness
2011 No Film Grand Prix!
The inaugural Grand Prix for 1995
Creative Effectiveness goes to In a highly controversial
AMV BBDO London’s decision, a jury chaired by
“Sandwich” effort for Walkers Frank Lowe opts not to award
crisps. a Film Grand Prix. We still think
Levi’s “Drugstore,” a Gold Lion,
would’ve made a fine top prize.
17 of 22 Jurors Agree Obama For America
2005 2009
Has there ever been a more
President Barack Obama’s 2008
unanimous Film Grand Prix than
campaign for the Oval Office
Honda “Grrr”? This 90-sec-
becomes the first major political
ond ode to ‘hate’ was the first
effort to sweep the show,
animated spot to take the top
earning Grand Prix in both
prize in decades. Oh, and it also
the Titanium and Integrated
picked up a Titanium.
categories.

9. 25 Cannes Predictions: A Look Back
1987—2012
Years
Stats: 1987-2012
• 23 of 24 Grand Prix included on reel
• Average 91% of reel entries included on Shortlist
• Average of 80% of reel entries earn Lions
2011
• Seven Grand Prix winners included on the reel
• Work from the reel went to win 104 Lions
But wait, that didn’t win?!
Sure, we’ve called a
Nike “Freestyle” • 2001 McDonald’s “Tooth Fairy”
few that didn’t bag a The buzz surrounding this ode to 2001
Lion... here are four court skills was epic, with many Alright, this is one of our own,
considering it a potential Grand but we still think it’s a charmer.
that deserve a second Prix. It went on to be shortlisted,
look. though earned no metal.
BBC “Rush Hour” • 2002 Wrangler “Ride” • 2001
It turns out this daredevil This gorgeous tale of a journey
parkour artist’s death-defying across America won plenty of
commute home turns out to be accolades at other top shows,
fueled by his passion for BBC. but fell short in Cannes.
Unfortunatley, jurors weren’t as
passionate about the film as
audiences... shortlist, but no
Lion.