Cannes Contenders: Jani Guest

I have always found Cannes overwhelming. In a good way. The magnitude of outstanding work is a testament to brilliant creative minds from around the globe.  And without fail, the UK has always made its mark on the Cannes stage.

Although we are reviewing work, pre- and post-pandemic, it’s been especially reassuring to see that the creative industry is bouncing back.

Which brings me to the first of my favourite stand-out films from the last two years.

Apple Airpods Bounce 

Bringing choreographer Yoann Bourgeois’ genius to the screen, it beautifully captures the idea. It’s poetry in motion. To this day, I admire its ingenuity and elegance. This year, at the British Arrows [Guest is currently the Co-Chairwoman of the British Arrows board], it took Gold in several categories, elevating Apple to Advertiser of Excellence. I hope and expect that it will continue on its gold journey.

Burberry Singing in the Rain

When Burberry’s Singing in the Rain came out, it brought a sense of joy and relief. The joy was seeing a great idea, superbly executed. Put on a Burberry coat and slam big balls of ice into the sky. Of course! The relief was knowing that - post-pandemic - the creative industry’s ability to push boundaries had not been left behind in lockdown.  

Samsung All Good

Samsung’s All Good demonstrates the strength of thought still alive in UK agencies. For a brand that has previously had a very distinct voice, this spot pivots its image to simply cool. 

McDonald’s The Golden M

And, although this isn't a UK spot, the same can be said for the McDonald’s The Golden M spot. It was directed by the Swedish collective, Swim Club, who I am proud to say Independent now represent. The ad went viral, harking back to the days when advertising set trends; the ‘M’ haircut has now been officially coined. The simplicity of the idea directed in a tone that is ‘just right’ makes it the kind of film that historically has had a place on the Cannes stage.

Renault The French Exchange

At the time that this film came out, it felt like the first UK ad to celebrate gay relationships. I’m sure there were others before, but I fail to recall them. Beautifully cast, crafted and told; what’s not to love about this film which boldly pushed boundaries in 2019?

Libresse #wombstories

If Libresse #wombstories does not win a gold for originality in execution and authenticity in human emotion, then the entire Cannes brigade should go home. It is such an honest take on the female experience, and one that captures the viewer’s imagination…. it’s UK advertising at its best.

Department for Education Tuesday

This isn’t the kind of film that I remember Cannes typically honouring. But it should, because it makes you feel the importance of supporting our education system. And that’s not easily done. There’s nothing visually extraordinary about this film, but it’s beautifully cast and the story of a teacher making a difference should be rewarded. In the land of ads. And in life.