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The dry spell for Gabor and his colleagues at McCann Erickson was short-lived. The lyric quickly became a song. Backer and his co-writers had the temerity to slow it all down, which I think is such an incredible gift. The initial plan was to film on the Cliffs of Dover in England. The crew relocated to Rome and cast more than 1, young people. After more rain delays and countless other glitches, they completed the climactic helicopter shot. And to add insult to injury, the production company split town for another gig. Mercifully, the account supervisor at McCann Erickson agreed to draw from another budget to re-shoot in Rome. After casting another chorus of young people from foreign embassies and local schools, the actress hired to play the lead bailed out at the last minute. Gabor and his colleagues were forced to search the streets of Rome for a suitable replacement. Finally, they spotted a British governess pushing a baby carriage in Piazza Navona and signed her up. The weather cooperated on the day of the rescheduled shoot, and the crew breathed a sigh of relief and wrapped production. Gabor returned to New York to screen the film for Backer, who was notoriously hard to impress. In a minute documentary film on the project, he joked that he only knew Google as the search engine he used to research his aches and pains and the diseases he was likely to die from. After picking up a quick tech tutorial from his son and grandson, Gabor traveled from his home in Michigan to New York, where he spent a week collaborating with a team of creatives and technologists at Google HQ. He played around with an iPad for the first time and learned about target advertising. They were terrific. In the spirit of the original work, someone in Cape Town could record a message and send it along with a free Coke to someone in Buenos Aires, who can complete the connection by responding with a text or video message. The creative industry did, too. Gabor made the trip to south France to accept the award, where he was treated like advertising royalty and bombarded with requests for autographs and pictures. The Origins of the Iconic Hilltop Commercial. Gabor brainstorming at Google's New York offices in Coca-Cola received more than , letters praising the ad, and radio stations across the country were flooded with requests for the song. A consumer in South Africa buys a stranger a Coke in Argentina. Gabor saw the technology first-hand in a vending machine on 13th Street in Manhattan. Related Content. Read More.

Cannes Lions 2024: Trends and takeaways

Buying coke Cannes

As the sun sets on another year of the Cannes Lions Festival of Creativity and the clinking of rose glasses becomes a distant memory, VML Intelligence reflects on the key trends and takeaways emerging from a week of talks. Tech executives were keen to underline how AI could work in tandem with creatives. Brands are getting to work with AI as part of their creative toolbox, however. The brand deployed a stable diffusion machine learning model to create personalized ads of shelter dogs for adoption using geotargeting and first-party data. There was a consensus that AI will be a powerful tool for creativity, but humanity, emotion, messiness, and realness are enduringly creative, and offer the most authentic way to connect with consumers. AI doesn't get the spine tingles. Humanity matters. Also extolling the merits of human, hand-made creativity was production designer James Price, speaking with Shona Heath, production designer and set designer. Some of it was in Photoshop. Some of it may have even been with crayons. One dissenting voice was again, Elon Musk, who told Mark Read he is convinced that AI is capable of both creativity and originality, and that we may end up questioning our own value as a result. This comes at a cost, said Morgan and Evans, because neutral work is less impactful. Speakers pointed to the role of technology allied with the quest for scale and efficiency. It's going to result in the lowest common denominator. It's not even about making a movie. The goal was to create a cultural event, to create a societal moment. And this was…the way we defined it from the outset. DoorDash All-the-Ads offered viewers of the Super Bowl the chance to win all the products advertised. The payoff? To do so they had to enter a comedically long promo code, 1, characters long. You'll seek it out. No matter what someone thinks of you or your message, a laugh is one brief moment where they drop their guard and they allow you to get a little closer, right? The pivot to humor was reflected in other Grand Prix winning work. Anti-nausea medication brand Dramamine delivered an ode to an obsolete aviation icon in The Last Barf Bag. This year Cannes acknowledged the growing power of the creator economy with the launch of the Lions Creator experience to foster learning and networking between talent and agencies. Creators have long been a presence at Cannes, but this year saw a new dedicated content track of programming in collaboration with Viral Nation. Talent speaking at the special track included podcaster and former monk Jay Shetty , gen Z historian Khalil Greene , comedy sketch writer Steven He , comedian Jake Shane and lifestyle influencer Tinx aka Christina Najjar. Influencer and talent agencies were also a notable presence alongside the social giants, with Influential and Whalar among those taking space on the beach, while Captiv8 hosted daily conversations at the Carlton Hotel. B2B is also getting in on the influencer action. The lesson for brands is that handing over the reins of creativity now and again — whether to creators or co-creators — can bring valuable rewards, and awards. And elevating another humble moment, Koji Yanai, group senior executive officer, director of the board, Fast Retailing Co. Finally, Spotify proved that simple technology — in this case, the humble spreadsheet — can still unlock compelling creativity. In a nutshell, Cannes Lions celebrated the transformative impact of AI and technology while emphasizing the indispensable role for humanity in the creative process. Before submitting your information, please read our Privacy Policy as it contains detailed information on the processing of your personal data and how we use it. Skip to main content. AI disrupts, but humanity, heart and humor shine through. Author Nina Jones and Marie Stafford. AI co-pilots. Future creAItivity. Brand showmanship. Comic connections. Creator economy rising. Elevating the everyday. Future creAItivity There was a consensus that AI will be a powerful tool for creativity, but humanity, emotion, messiness, and realness are enduringly creative, and offer the most authentic way to connect with consumers. I just don't think culture can be automated. Technology has helped us become efficient at things. And efficiency leads to homogeneity. Creator economy rising This year Cannes acknowledged the growing power of the creator economy with the launch of the Lions Creator experience to foster learning and networking between talent and agencies. Created by WPP Open X and led by VML, with Essence Mediacom and Ogilvy PR, the global campaign celebrated local interpretations of its iconic logo by shopkeepers, bodegas and artists all over the world The lesson for brands is that handing over the reins of creativity now and again — whether to creators or co-creators — can bring valuable rewards, and awards. The Tokyo toilet project.

Buying coke Cannes