The Cannes Lions International Festival of Creativity, often referred to as the “Oscars of Advertising,”
1990s marked a particularly interesting turning point in advertising. There was the birth and boom of this little thing called the Internet. It was a time when traditional advertising methods were beginning to share the spotlight with the fresh possibilities of the burgeoning digital age.
A whole new audience
The 1990s saw a new group of people become big spenders – Gen X. Unlike previous generations, Gen X wasn’t so easily convinced by traditional advertising. They were sceptical of all the flashy marketing, and this made ad companies shift their approach. Ads became less forceful and more playful, sometimes even poking fun at themselves.
Going global & saving money
With the world becoming more connected, companies wanted to sell their products everywhere. But spreading their budget thin meant they had to find clever ways to reach a lot of people without breaking the bank. Smaller, specialized ad agencies started popping up, focusing on specific groups of people or finding the best places to show ads.
Award-winning ads: Best of Cannes Lions
Remember those classic commercials from way back? Well, the Cannes Lions International Festival of Creativity celebrates the best of them! In 1990, this event marked a turning point. Traditional ads were still popular, but new, exciting possibilities started emerging. It was a time when traditional advertising methods were beginning to share the spotlight with the fresh possibilities of the burgeoning digital age.
1. Maxell won Cannes Grand Prix
Forget crystal-clear sound and perfect fidelity. Howell Henry Chaldecott Lury took a hilarious gamble with Maxell tapes’ “Into the Valley” ad in 1990. This multi-award-winning campaign poked fun at the often difficult to understand pop lyrics, a bold move considering most music media ads highlight pristine audio quality. But their gamble paid off big time, landing them the prestigious Cannes Lions Film Grand Prix that same year.
2024 relevance
As I see, the ad strikes a chord with 2024 in three broad ways.
First, unlike traditional ads (especially in the consumer electronics space) that rely on polished, sleek production, this one has a raw, almost DIY feel, acting as a precursor to today’s “homemade” content trend popularized by platforms like Instagram and TikTok.
Second, the ad’s theme pokes fun at the anti-establishment, playfully mocking traditionalism (cue the Americanized, hard-to-understand pop lyrics). The subversive humor aligns with today’s trend of content creators challenging norms and expectations.
Third, even after 34 years, the ad doesn’t feel outdated. It captures attention through its street-style, amateur videography. Not just in format (as mentioned in the first point) but also stylistically, it mirrors the mobile-first culture of today. Thanks to 4K and AI editing features available on advanced smartphones, we can now achieve results that once required a full professional team back in the 1990s.
2. Gallaher won Gold
As the curtain closed on an era of tobacco advertising in the UK with a television, cinema and radio ban in the early 1990s, the company Gallaher, with its Hamlet Cigar brand, took a final victory lap. Their iconic “Happiness is a cigar called Hamlet” campaign, which had graced the airwaves since 1966, snagged the coveted Gold award at the prestigious Cannes Lions International Festival of Creativity in 1990, a testament to its lasting impact. Channel 4 later cemented its legacy by ranking it as the eighth greatest television advertisement of all time in 2000.
3. Opticians Federation won Gold
This funny public information film from the Opticians Federation, UK, likely no longer exists in its original form. It may have evolved into either the British Optical Association (BOA) or The Optical Confederation (OC). Like any well-meaning industry association, the OC (or perhaps the BOA) also seems to have aimed to raise public awareness about optometry and eye care – interestingly enough, with great success, as evidenced by their Cannes Lions performance.
2024 relevance
The message of eye care is more relevant than ever in 2024, with digital eye strain increasing year after year. Humor remains a powerful tool in public awareness campaigns. It’s a timeless, effective way to grab attention and deliver a clear message that resonates with today’s audience.
4. Baltimore Symphony Orchestra won Gold
The Baltimore Symphony Orchestra (BSO) is an American symphony orchestra based in Baltimore, Maryland. Drawing parallels to sports, this commercial positioned the Baltimore Symphony Orchestra as Baltimore’s “other major league team,” implying a level of excellence and competition similar to professional sports franchises in the city. It likely also aimed to invoke civic pride, positioning the BSO as a cultural institution that rivaled the city’s major sports teams in importance while highlighting its artistic merit.
2024 relevance
The ad remains relevant in 2024 due to its focus on innovation, performance, local pride, and the enduring appeal of classical music. While some elements could be modernized, the core premise of promoting a local cultural institution remains fresh and inspiring, a stark contrast to the blend content often seen today.
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