Every year, the ad industry gathers at Cannes to rain shiny golden amulets down on the supposedly most impactful, powerful and creative pieces of work out there. 

But the question is, what do people in the real world think of it? Do they fawn over it in the way we do? Do they admire the creative zeal that went into it? Do they really give a shit? 

To find out, we got 17 year old work experience student Roshni Rai to give us her 100% honest, 100% unconceited impression of some of this year’s heavy hitters. 

UNFILTERED HISTORY TOUR

I love the idea, the use of people from the true homes of these artefacts, giving people an opportunity to speak for their country, and to talk about what the British stole from them. I have even saved the episodes of the tour in my bookmarks so I can watch them later.

However, I feel that adverts can sometimes focus too much on the concepts and opportunities of creativity rather than helping to resolve the problems itself. Yes, it tells me about the history behind the artefacts and that places like Nigeria want their Benin Bronzes to be returned, but how? What can we do to help? The tour provides us with  information but offers no solutions alongside it.

8/10

THE LOST CLASS

One of the most powerful and impactful adverts I've ever seen.

It really puts everything into perspective, seeing 3,044 empty chairs. It makes you really realise how many people that is, young students, who had their whole lives ahead of them. And the use of a pro gun advocate making the commencement speech to make him, and others that support guns, realise the gravity of the situation makes it that much better.

The visual and videography is amazing and even though it didn’t change any laws, it made the news and it made gun violence a subject for discussion. I have nothing bad to say about it.

10/10

SAVE RALPH

This mini film is heartbreaking.

It shows accurately (to a certain extent) what some animals have to endure just so that, as Ralph said, “humans can have the illusion of a safer lipstick or deodorant”. We as humans don’t inject lipstick into ourselves, so why is it necessary to inject it into animals? The fact the rabbits were made into a cartoon to make it easier for us to watch because we as a society don’t like to see the pain and suffering we cause due to feeling uncomfortable even though we are the main reason for their mistreatment. We can’t even think to imagine what millions of these animals have to go through. 

This animation really pulled on my heart strings, especially because Ralph thought this is what he was destined to do, his family, his children in particular, all died doing their ‘job’ and it was his turn next. It does successfully tackle the task of conveying  a disturbing story and an emotional message in a lighthearted way without taking away from its meaning. 

I actually watched this a few days ago and haven’t stopped thinking about it since. I’ve downloaded Ralphy to help myself buy more animal cruelty free products because watching this really made me tear up. This is an ad I would definitely remember.

10/10

LIL JIF

I think this idea is genius.

They have realised that advertising is not only about television ads anymore and catered it more towards the younger generation and targeted their favourite app, TikTok, encouraging people to get involved.

The idea is innovative and smart, especially with the use of Ludacris and Gunna. Gunna was a great choice, he is really big at the moment and Ludacris is a lot more popular with those slightly older, targeting a larger range of ages. I could argue there are bigger artists that would be better but they may have been out of their price range. Personally, I didn’t actually see this anywhere but if I did I may have even taken part as it looks like a lot of fun, even though I don’t even like peanut butter.

9.5/10

BURBERRY OPEN SPACES

I have no idea what to think about this.

It’s undoubtedly one of the strangest adverts I’ve ever seen in my life. I would just like to know the thought process that went into making that advert, like who would be like ‘I think we should just show 4 people weirdly flying through the air to show off our brand’.

My most logical guess is that it shows some kind of freedom and liberation. It’s different, but it was interesting and alluring and I enjoyed watching it. The video was amazingly done and it was very powerful without having to say any words at all.

9/10 

REVERSE SELFIE

It’s a good idea, a good message and is well crafted.

However, I feel like it’s not anything special or different or creative.

The advert is a bit cliche and I have seen a lot like it before, this may be because a lot of people are trying to promote similar ideas recently about the pressures of social media and the danger of retouching apps and filters as they are a big issue at the moment. On the other hand, it is beautifully articulated and I like the use of it all being reversed as that adds in a bit more originality. I probably wouldn’t remember it due to the fact nothing really stood out for me.

6/10 

EVEN MORE CONFUSING TIMES

The ad is funny, it’s relatable and it makes you laugh but you have no idea what it’s about until you get right to the end.

It has a very loose connection to Burger King and there is a very faint link between confusing times and a plant based chicken nugget. Despite this, it is a humorous advert and I enjoyed listening to it. I even shared it with some of my vegetarian friends so they can go and try it.

8/10