Cherryflava

‘The Gift’ wins some award thing in France…

Posted on 28. Jun, 2010 by Jonathan Cherry.

…but, what do you think of it as a way to sell televisions?

If you haven’t see ‘The Gift’ a short movie, which formed the “Parallel Lines” campaign touting Philips’ cinema-scale TVs – then do so now. It won a Cannes Grand Prix [which is good if that's all it was made for], but we have a feeling Philips were hoping to sell a few lounge appliances as a result of the exercise.

We’ve scanned all of the press releases online relating to the win and the film itself, but sadly not a single mention is offer as to how well the campaign performed from a business sense. Sure it was viewed a reported 8 million times, but what difference does that make? All to often a cretive advertising campaign and its business objective are mutually exclusive. Lucky Strike are a prime example of that.

So then – why should you care if your ad wins a Cannes Grand Prix? If anything, it’ll give you something to talk about after your business goes under. Even BP have won a couple of Cannes trophies in their time.

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