In-Market Viewers and Jury Voters Don’t Always Agree

Cannes Lion winning ads represent the best of the advertising craft. They are in a class by themselves in respect to getting and keeping viewer attention and producing likeable content.  However, Cannes-winning ads typically focus less on communicating brand attributes in favor of creating strong emotional reactions in viewers.

While industry-insider jurors determine which ads are award worthy, our latest report analyzes how the critically-acclaimed ads actually resonated with US consumers.

Key insights include:

• 4 common emotional characteristics among 2021 Cannes Lion winning ads
• Consumer insights from some of this year’s award winning TV and video ads