Leo Burnett’s Cannes Predictions Reel is a collection of the 50 most-awarded TV (and integrated) ads or campaigns from major advertising festivals across the globe, which are contenders for the Cannes Film and Titanium Lions this year. This year’s Middle East screening was held last month and attended by employees and clients of Leo Burnett Dubai, and local media, all of whom voted for the 20 ads they thought most likely to score with the judges at Cannes a couple of weeks later. The winner gets a trip to next year’s festival.

This year, the reel actually included a regional TVC: “Pussycat dolls” from Leo Burnett, Cairo for Melody TV (which won the Grand Prix at this year’s Lynx Awards). Good news for our much-maligned creative scene.

“I think the people here are starting to do very good stuff,” says Kamal Dimachkie, managing director of Leo Burnett, Dubai. “And if the award shows are anything to go by, particularly the Cristals and the Lynx, there’s been a massive step forward. Everybody is getting very excited about it and the future looks bright.”

Which was more than you could initially say for the screening. The first couple of ads had audience members staring blankly at the screen. As always, it took a bit of humor to warm them up. Some ads were more successful than others.

A few took the subtle approach. A moon-walking bear, missed as people concentrated on the passes of basketball players on-screen, showed how likely we are to miss something we may not be actively looking for. In this case, the ad was to raise awareness of cyclists for Transport for London.

Then there were the rather more surreal offerings. A Herringbone commercial about a man born with tiny hands managed to be both amusing and disturbing. The unfortunate protagonist becomes so depressed by his predicament that he attempts suicide. But his miniature mitts mean he can’t pull the trigger of the gun pointing to his head. He finally discovers his impressive tailoring skills and finds a life of fame and fortune. “Distinguished by detail”, Herringbone would have you believe. Not sure how many would agree.

Sticking with surrealism, a Thai commercial for Sylvania light bulbs featured a family encountering male and female ghosts – and a transvestite – while enjoying an afternoon in the park. When the lights go off, the ghosts get scary.

Of course, trying to be funny is always a risk. And there were several ads that were supposed to be rib-tickling but were greeted only by silence. Bundy Rum’s “Only in Australia” rambled on about the beverage not being available in England and that being the reason for a mass exodus to Australia. Seems the creatives had too much of their client’s product.

There were some entries that stayed serious, though. The integrated campaign for videogame Halo 3 had the audience mesmerized with its complexity. Based entirely on a fictional, future war between humans and alien invaders, the commercials feature war heroes talking about their faith in Master Chief , a character in the game, and about the battles they fought alongside him. A war memorial, museum and an intricately modeled recreation of a battleground were also part of this campaign, which hinges on the word “Believe.” Lots of people did, making it a true contender for a coveted Grand Prix.

The last two positions on the reel are traditionally saved for the TVCs which the compilers believe have the best shot at the Film Grand Prix. 49th spot went to “Play-Doh” for Sony Bravia, in which several clay bunnies take to the road and, true to their nature, multiply quickly, and flaunt different colors, before merging into many other shapes and sizes. Visually stunning, the campaign stays with the Sony Bravia spirit of “Color like no other.” 

50th spot went to an obvious audience favorite – and the ad that Dimachkie cites as his top pick – “Gorilla” for Cadbury’s. The ad features a gorilla playing drums along to a Phil Collins song, and clearly having the time of his life – tying in to the chocolate’s brand promise – “A glass and a half of joy.” Bliss.