Let’s hope the judges get what it’s all about
Taking brave steps and bold risks definitely earn one great merits. And for local independent ideas agency, Gigil, it scores them a nod at the 2020/2021 Cannes Lions International Festival of Creativity.
Cannes Lions took notice of the agency's "Family" campaign for beverage brand RC Cola Philippines. The ad scores a spot on the Film category, one of the festival's toughest brackets.
"One foot in the door! RC Cola Philippines ‘Family’ has just been shortlisted in the Cannes Lions Festival of Creativity, the 'Oscars of Advertising.' ‘Family’ was the only entry from the Philippines that broke through in Film, one of Cannes’ toughest categories," the agency posted. "Congratulations to our clients Manny Perez, James Loverio, and Clark Lee!"
Describing that the ad is weird is pretty much an understatement. In fact, it left many so confused that it trended on social media in 2020. The commercial's fame reached the US after being featured in the "What's Going to Happen Next in This Crazy Commercial" segment of "The Ellen Show" early in 2021.
"I was wondering how they were going to drink it, and that's how," a confused Ellen DeGeneres said. "Well if you haven't started drinking already, then now is the time."
Since 1954, the Cannes Lions has been a global event that recognizes groundbreaking works in creative communications and advertising.
Festival winners will be announced on Friday, June 25, 2021.
Watch the commercial here: