And the 2022 Cannes Lions Film Grand Prix goes to… humanity. (With major assists from Apple and British broadcaster Channel 4). In June, instead of choosing a single winner for 2022’s top award, Cannes decided to reward two brands with this year’s Grand Prix Lion. One look at the spots and you’ll see the honors couldn’t be more warranted.
Another win for Apple.
This year’s first Grand Prix Lion went to Apple for the third film in their “Underdogs” series focusing on a quartet of office misfits who use Apple technology to change the world and their employment. What’s brilliant about all three films is that they capture the zeitgeist of the moment. They tap into every ounce of the office angst we collectively feel. What makes them brilliant advertising is that they do it in a way that illustrates all the ways Apple technology can alleviate that stress.
The series debuted in 2019 with “Apple at Work: The Underdogs.” In the first installment, Bridget, Dave, Brian and Marie use their Apple computers, iPads, iPhones and software to work miracles when they suddenly get the chance to pitch their big idea to the company boss – in two days.
In 2020, Apple’s creative team nailed every hilarious quirk of the national COVID lockdown in “The Whole Working-From-Home Thing” and proved that even when we’re separated, collaboration is not only possible but crucial to creativity and productivity.